Title | PEDIGREE FOUND |
Brand | MARS |
Product / Service | PEDIGREE |
Category | A01. Activation by Location or Proximity |
Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
Entrant Company | COLENSO BBDO Auckland, NEW ZEALAND |
Advertising Agency | COLENSO BBDO Auckland, NEW ZEALAND |
Media Agency | STARCOM NEW ZEALAND Auckland, NEW ZEALAND |
Production Company | FINCH Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Nick Worthington | Colenso BBDO/Proximity New Zealand | Creative Chairman |
Andy Blood | Colenso BBDO/Proximity New Zealand | Executive Creative Director |
Aaron Turk | Colenso BBDO/Proximity New Zealand | Head of Digital Creative |
Matt Lawson | Colenso BBDO/Proximity New Zealand | Copywriter / Designer |
Scott Kelly | Colenso BBDO/Proximity New Zealand | Art Director |
Ben Polkinghorne | Colenso BBDO/Proximity New Zealand | Copywriter |
Ahmad Salim | Colenso BBDO/Proximity New Zealand | Group Business Director |
Maria Bjorkman | Colenso BBDO/Proximity New Zealand | Project Director |
Abbi Barker | Colenso BBDO/Proximity New Zealand | Account Director |
Neville Doyle | Colenso BBDO/Proximity New Zealand | Planning Director - Digital and Social |
Tim Freeman | Colenso BBDO/Proximity New Zealand | Executive Digital Producer |
Dov Tombs | Colenso BBDO/Proximity New Zealand | Senior Digital Producer |
David Arcus | Colenso BBDO/Proximity New Zealand | Creative Technologist |
Robbie Boyd | Colenso BBDO/Proximity New Zealand | Digital Developer |
Mat Tizard / Zoe Downing | Creative Technologist | |
Tara McKenty | Art Director | |
Ian Nealie | Copywriter | |
Oliver Downs | MARS | Marketing Director |
Maria Granados | MARS | Brand Manager - Dog & Speciality |
Debbie Laing | MARS | Marketing Manager |
When you lose your dog every second counts. What if there was a way to activate an army of scouts in the exact area your dog was last seen? That’s PEDIGREE Found. Download the app, register your dog. If they go missing just press the LOST button, instantly creates lost dog alert mobile ads where your dog was last seen, geo-targeted to a pinpoint radius of 2.5 kilometers & personalised with your dogs information. This, along with push notifications to other Found users, gives our network of eyes the details they need to bring your dog home safely, and quickly.
Launching in April, so far the app has topped the trending topics of the NZ app store (it is currently a NZ only project) and has already been downloaded by 10% of all Auckland dog owners, with twice as many more people visiting the mobile web site to check for lost dogs in their area. Those who download truly use it – an amazing 91% of people who downloaded went on to register their dogs details. At a time when Pedigree were launching a new brand positioning globally, the earned media value that this campaign has generated is already over double the total campaign cost (development + paid media), helping drive fame for the brand and the new ‘Feed The Good’ positioning. PEDIGREE Found has proved so successful, it will be launching at the end of the year in Europe (Poland & UK) with the USA set to follow in 2016.
Losing your dog is a fear universal to dog owners the world around & at some point, has happened to most of them. Yet, there is no clear protocol, no real support system in place for when this happens. PEDIGREE has a clear and simple mission – they want to make the world a better place for dogs & dog owners alike. Everything they do is aimed at achieving this, so taking on the problem of how best to help lost dogs is a natural fit for the brand. With the technology now available we realised that we could for the first time create a real time, geo-targeted lost dog poster that could move faster than the lost dog itself, and make it an end to end mobile experience, starting from an app and progressing into mobile targeted ads via the Google Display Network.