Title | K9FM |
Brand | MARS |
Product / Service | PEDIGREE |
Category | A01. Creative Effectiveness |
Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
Entrant Company | COLENSO BBDO Auckland, NEW ZEALAND |
Advertising Agency | COLENSO BBDO Auckland, NEW ZEALAND |
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 |
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.