DRIVING DOGS

Short List
TitleDRIVING DOGS
ClientMINI / SPCA NEW ZEALAND
Product / ServiceDOG ADOPTION
EntrantDRAFTFCB NEW ZEALAND Auckland, NEW ZEALAND
Entrant Company DRAFTFCB NEW ZEALAND Auckland, NEW ZEALAND
Advertising Agency DRAFTFCB NEW ZEALAND Auckland, NEW ZEALAND

The Campaign

In New Zealand, shelter dogs are seen as damaged goods, second-rate compared to store-bought animals. So, finding homes for SPCA dogs is a real challenge. We had to change this. MINI, a SPCA sponsor, wanted to help. To do that, we showed New Zealand just how smart shelter dogs really are, by teaching three of them to do something no dog has ever done. Drive a car. We used this outrageous idea to capture the nation’s imagination; first posing the question “can you teach a dog to drive?” Then, we used incredible training footage across news, social-media and paid-media to drive engagement and anticipation for the answer: the three dogs driving LIVE on national TV. We capitalised on the perception change the incredible display generated to drive adoption interest, ensuring our driving dogs changed the lives of hundreds of shelter dogs in New Zealand, and around the world.

Success of the Campaign

We captured the imagination of New Zealand, and the world. In just one week driving dogs dominated social and news media: - PR reached over 200 million people in 70 countries; $15m in exposure - 100 million+ reached through Twitter - 10 million Youtube views - Video content trending everywhere from Twitter, Huffington Post to the BBC – even trumping the royal baby news. 49% more people watched the live drive TV show versus the programme’s usual audience, making it their most popular story ever. The campaign changed people’s perceptions of shelter dogs, resulting in a 590% increase in adoption interest in New Zealand, and every SPCA dog being adopted. Increases in adoption interest were also recorded across the globe including the US and UK.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Content was a combination of live broadcast on one of New Zealand’s most popular free-to-air TV stations as well as digital video content hosted on Youtube, Facebook and branded websites. The TV station promoted the content heavily through show promos, prompting people to tune-in to see our content. The TV station also leveraged a range of Radio stations it also owns to prompt people to tune-in using promo space and DJ announcements. PR maximized exposure of the content both locally in New Zealand and around the world – we knew we’d get more coverage in NZ if we made news internationally. Paid content seeding and promotion within Facebook and Youtube ensured the digital content was accessible. This was complemented by paid search to ensure that any interest in the content was converted to a view.

Credits

Name Company Position
Mark Vette Animals On Q Director - Animals On Q
Steph Pearson Draftfcb New Zealand Digital Director
Harri Owen Draftfcb New Zealand Head Of Digital And Content
Sarah Mcewen Draftfcb New Zealand Planner/Media Buyer
Rufus Chuter Draftfcb New Zealand Communications Planning Director
Rachel Leyland Draftfcb New Zealand Media Manager
Simon Teagle Draftfcb New Zealand General Manager - Media
Eloise Hay Draftfcb New Zealand Account Manager - PR
Angela Spain Draftfcb New Zealand General Manager - PR
Stephanie Hueber Draftfcb New Zealand Account Manager
Sally Willis Draftfcb New Zealand Account Director
Toby Sellers Draftfcb New Zealand Group Account Director
Nick Mcfarlane Draftfcb New Zealand Senior Designer
Blair Walker Draftfcb New Zealand Head Of Post Production
Marco Siraky Draftfcb New Zealand Director/Dop
Matt Williams Draftfcb New Zealand Creative
Peter Vegas Draftfcb New Zealand Creative
Regan Grafton Draftfcb New Zealand Executive Creative Director
Tony Clewett Draftfcb New Zealand Executive Creative Director
James Mok Draftfcb New Zealand Asia Pacific Executive Creative Director