PEDIGREE FOUND

Gold Spike

Case Film

Presentation Board

TitlePEDIGREE FOUND
BrandMARS
Product / ServicePEDIGREE
CategoryC01. Producs
EntrantCOLENSO 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

Credits

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 Google Creative Technologist
Tara McKenty Google Art Director
Ian Nealie Google Copywriter
Oliver Downs MARS Marketing Director
Maria Granados MARS Brand Manager - Dog & Speciality
Debbie Laing MARS Marketing Manager

Creative Execution

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 at 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.

Links

Mobile URL   |   Additional URL 1