| Title | BEWARE |
| Brand | SOCIETY FOR THE PREVENTION OF CRUELTY TO ANIMALS |
| Product / Service | PET ADOPTION INITIATIVE |
| Category | A01. Mailings |
| Entrant | GREY KUALA LUMPUR, MALAYSIA |
| Entrant Company: | GREY KUALA LUMPUR, MALAYSIA |
| DM/Advertising Agency: | GREY KUALA LUMPUR, MALAYSIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| David Sin | Grey Kuala Lumpur | Group Executive Creative Director |
| Phoecus Lee | Grey Kuala Lumpur | Senior Art Director |
| David Sin | Grey Kuala Lumpur | Art Director |
| Collin Yeoh | Grey Kuala Lumpur | Senior Copywriter |
| Charlene Ong | Grey Kuala Lumpur | Copywriter |
| Lim Kui Onn | Grey Kuala Lumpur | Designer |
SPCA Selangor is an animal welfare organization and shelter for strays. One of its primary services includes an adoption programme targeted at potential pet adopters. These people were in a situation that might see the need or want for a pet dog, but they were not currently addressing it. The task was to highlight that need, and answer it with encouragement to adopt a faithful canine guardian from the SPCA. Seeing as the SPCA is run on a tight budget, the medium of communication had to be low-cost yet impactful.
The signages were placed strategically at houses in non-gated communities, with locations sufficiently exposed to warrant concerns about break-ins. The insight of the message, meanwhile, is based on the common act of threatening intruders with the nearest available object in the absence of a better form of defence. With a budget below RM2,000 for 1,000 units, we created a simple yet striking and effective direct campaign that received much attention from its recipients and the surrounding residential areas.
Signages resembling 'Beware Of Dog' warning plaques were placed at the gates of houses with the copy warning viewers of BEWARE OF BROOM' and 'BEWARE OF ROLLING PIN'. The payoff states that 'Nothing protects your home like a dog' followed by a call to adopt one from the SPCA. In addition to the message of dog adoption, these mailers also 'startled' house owners into realizing someone had been within the vicinity of their compound, close enough to place something on their gates. This very act made people think twice about the benefits of having a guard dog present.
Within approximately a month of distribution, the SPCA shelter received a total of 626 calls. With 1,000 units distributed, that means a 62.6% response rate. Out of the 626 enquiries, 255 respondents visited the shelter. During the 1.5-month campaign period, 78 puppies and dogs were adopted compared to the average of 18. This equates to more than a 330% increase in adoption. In addition, the SPCA Selangor website received 1235 unique visits during the same period, with an overall increase above 100%.