K9FM

Short List
TitleK9FM
BrandMARS
Product / ServicePEDIGREE
CategoryA01. Creative Effectiveness
EntrantCOLENSO BBDO Auckland, NEW ZEALAND
Entrant Company COLENSO BBDO Auckland, NEW ZEALAND
Advertising Agency COLENSO BBDO Auckland, NEW ZEALAND

Credits

Name Company Position
Nick Worthington Colenso BBDO/Proximity New Zealand Creative Chairman
Levi Slavin Colenso BBDO/Proximity New Zealand Creative Director
Matt Lawson Colenso BBDO/Proximity New Zealand Copywriter
Beth O'Brien Colenso BBDO/Proximity New Zealand Art Director
Oriel Davis-Lyons Colenso BBDO/Proximity New Zealand Copywriter
Helen Fitzsimons Colenso BBDO/Proximity New Zealand Business Director
Nico Ainsworth Colenso BBDO/Proximity New Zealand Account Manager
Neville Doyle Colenso BBDO/Proximity New Zealand Planning Director - Digital and Social
Paul Gunn Colenso BBDO/Proximity New Zealand Head Of Activation/PR
Lucy Grigg Colenso BBDO/Proximity New Zealand PR/Activation Project Director
Dov Tombs Colenso BBDO/Proximity New Zealand Digital Producer
Caroline Wells Colenso BBDO/Proximity New Zealand Producer
Oliver Downs MARS Marketing Director
Debbie Laing MARS Marketing Manager
James Mcgrath Clemenger BBDO Melbourne Creative Chairman
Ant Keogh/Julian Schrieber/Tom Martin Clemenger BBDO Melbourne Creative Director
Jonathan Hughes Franklin Rd Executive Sound Producer
Nich Cunningham Franklin Rd Sound Design

Brief Explanation

Pedigree has a simple but powerful mission - to make the world a better place for dogs. In today’s busy world, dogs are increasingly often left home alone. When this happens we know that dogs can suffer anxiety and get stressed which is why experts recommend leaving the radio playing to keep them company. The problem is, it’s radio for humans. To help bring their mission to life & connect with dog owners, Pedigree set out to create something bespoke that could do a much better job for dogs., that could help assuage the guilty minds of dog owners (at a time when the ‘doggy day care’ trend was exploding in NZ). We created K9FM – a world first, bespoke radio station for dogs. Developed in association with leading dog experts and the canine research from the Mars Waltham Institute, it meant your dog had a far better experience when they were left home alone. Which meant peace of mind for dog owners, all thanks to the PEDIGREE brand. Providing dog owners with a genuine utility that helped solved a real, day to day problem for them had superb results for the PEDIGREE brand. Not only did they experience a 3 year sale high during the 3 month run of K9FM, but they also achieved unbelievable volumes of earned media reach and consumer engagement. What’s more, K9FM was so successful that it is now providing the template for Mars global to localise this approach to numerous other markets across North America and Europe before the end of 2015.