CLIENT:
Pedigree / Mars
OBJECTIVE:
Promote new Pedigree products and strengthen customer relationships
CAMPAIGN:
For its Pedigree brand, Mars organises a special experience every year for dog owners and their dogs. This campaign was held simultaneously at 60 Home & Garden centres in the Netherlands.
Dog owners and their dogs were invited to come along to their local Home & Garden Centre. On arrival the dog was given a brief health check by a veterinary nurse. Then the dogs followed a scented trail through the shop. On reaching the finish the dog was able to pose in a real Say Cheese photo shoot. The photo was printed straight away and given to the owner in a Pedigree branded frame.
All photos were uploaded in the photo viewer and the dog owners could register their photo online. On the Pedigree site visitors could view the photos and vote for their favourite dog in a “hot or not” contest. The owners of the dogs with the most votes during the campaign period of one week received a Canon Digital camera.
As a result dog owners were creating a viral effect amongst their family and friends to visit the Pedigree website to vote for their dog
TEAM
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