Title | PERSONALIZED BIRTHDAY GIFT |
Brand | MARS FOOD (CHINA) |
Product / Service | PEDIGREE |
Category | A01. Event & Field Marketing |
Entrant | BBDO Beijing, CHINA |
Entrant Company: | BBDO Beijing, CHINA |
Sales Promotion/Advertising Agency: | BBDO Beijing, CHINA |
Name | Company | Position |
---|---|---|
Leong Wai Foong | Bbdo | Chief Creative Officer |
Ng Tian It | Bbdo | Executive Creative Director |
Xiao Kun | Bbdo | Creative Director/Art Director |
Kelvin Leong | Bbdo | Creative Director/Art Director |
Heng Yee Sin | Bbdo | Art Director |
Li Fang Fang | Bbdo | Art Director |
Cheah Im Im | Bbdo | Art Director |
Kevin Le | Bbdo | Copywriter |
Kit Ong | Bbdo | Copywriter |
Criag Rosenthal | Bbdo | Copywriter |
Scarlett Yan | Bbdo | Copywriter |
Zhang Wei | Bbdo | Designer |
Wang Jian Jun | Bbdo | Designer |
Tobe Chen | Bbdo | Designer |
Jason King | Bbdo | Planner |
Koo Yeat Mung | Bbdo | General Manager |
Juu Ann Chan | Bbdo | Account Director |
Elaine Wang | Bbdo | Account Executive |
Kenny Chai/Zhang Lu/Zhao Hao | Grass Studio | Photographer |
Isaac Ray Thomas | Rainshine Production | Editor |
Pedigree wanted to communicate to their customers that it has the right kind of nutrition for dogs at every life phase. They wanted the communication to has an emotional connection because owners share a unique bond with their dogs. But dogs go through their lives receiving presents their owners think they want such as little funky shoes to keep their paws clean, clothes to keep them warm, gimmicky treats and toys. Dogs don't really want these. What they really want the most is to grow healthy.
We accessed owners' dog information from an online dog club for their names, ages and recent pictures then replaced the Pedigree's model dog on the can with theirs with a birthday greeting. On the back, we also included a personalised message describing the can's nutritional contents that was suitable for the furry friend's age. All beautifully packed and delivered to the doorstep on the dog's birthday. Our long-term goal is send a personalised birthday can introducing Pedigree products every year to make sure every man's best friend stays healthy besides its buddy for a long, long, long time.
To date, we have delivered 83,726 personalised birthday cans to dogs and their owners. 21% increase in sales in the first month 300% increase in brand awareness 475 mentions in major press, magazines and more shared over pet websites 52 Thank You cards from dog owners With this birthday surprise, Pedigree successfully communicated it has the right kind of nutrition for dogs at every life phase.
How would anyone know what dogs really want, what they really need? Pedigree does, everything we do is for the love of dogs from the dog food we make to the dog adoption drives we support.