The Brief

Pedigree Pet Day was envisaged as a one day socializing event for dogs and dog owners. A day where dogs of various breeds, along with their owners, could come together, relax, bid good bye to their daily routine and participate in some fun filled activities. This is different from other dog shows because in this any pet who’s properly vaccinated could participate, unwind and chill. Major objectives of the Pedigree Pet day event were: 1. To create an opportunity for all pets and pet owners to gather at a place to relax, unwind and socialize 2. Get the brand to subtly enter target audience’s consideration set while they are at ease and relieved

Creative Execution

Pedigree Pet Day is a platform for all pet owners to participate in a unique, fun filled event and not simply a dog show where only registered dogs can participate. Simple but innovative competitions such as Naughtiest Pet, Well Groomed Pet, Beautiful Eyes, Junior Master (where a kid handles his pet), Look Alike (owner and pet’s resemblance). Agility demonstration and Training Tips by Kennel Club of India, Parade demonstration by the Bangalore City police dog squad, etc. Simple impromptu contests/quizzes to connect with a normal pet owner on the subjects of Healthy Pets, Eating Habits, Training tips, etc. Spur of the moment little contests like Longest/Shortest Paw, Longest Tail, Longest Tongue, Loudest Pet, Calmest Pet, etc.

Describe the creative solution to the brief/objective.

After understanding the consumer insights/behavior our main objective was to create a brand property which connects with the pet owners at their leisure. To find a huge congregation of pet owners and that too at their leisure time was a huge barrier, hence the challenge was to create a long lasting brand connect with its right TG in a subtle but very effective manner. Therefore we came up with one full day event which is conceptualized to provide pleasure, experience and exposure to the pets and pet owners. The entire event construct was conceived to excite and attract a normal/regular pet owner (irrespective of the fact if his dog is trained or not)

Results

Participation: 500 dogs of various breeds participated in the event. Around 6,000 Pet lovers attended the event. Brand Exposure: Tremendous brand exposure was generated through strategic branding and subtle use of brand in all aspects of the event – MC Speeches, Games, Competitions, Collaterals, Give Aways, etc Relationship Built: The entire database recorded at the registration desk was contacted through series of mailers. These mailers started by saying thank you and went on to become a great relationship building tool. Media Coverage: The event was covered by various media partners. There were 44 media coverage - 36 in print and 8 electronic with media coverage value of Rs. 99 Lakhs. The overall ROI generated was 151.9