Title | EVERY DOG HAS ITS AD |
Brand | PUPPO |
Product / Service | PUPPO |
Category | D01. Standard Sites |
Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
Idea Creation | COLENSO BBDO Auckland, NEW ZEALAND |
Media Placement | MEDIACOM New York, USA |
Media Placement 2 | MILKMONEY California, USA |
Production | BBDO NEW YORK, USA |
Additional Company | PUPPO Portland, USA |
Additional Company 2 | SOCIALFLY New York, USA |
Name | Company | Position |
---|---|---|
Nick Worthington | Colenso BBDO | Creative Chairman |
Levi Slavin | Colenso BBDO | Chief Creative Officer |
Kim Ragan | Colenso BBDO | Creative Director |
Mike Davison | Colenso BBDO | Creative Director |
Lauren Southon | Colenso BBDO | Copywriter |
Gina Morgan | Colenso BBDO | Art Director |
Eliza Romanos | Colenso BBDO | Copywriter |
Josh Hart-Vrijkotte | Colenso BBDO | Designer |
Hamish Steptoe | Colenso BBDO | Designer |
Reks Kok | Colenso BBDO | Retoucher |
Ahmad Salim | Colenso BBDO | Group Business Director |
Nico Ainsworth | Colenso BBDO | Senior Business Director |
Arameh Bozorgi | Colenso BBDO | Account Manager |
James Baker | Colenso BBDO | Account Executive |
Emma Tait | Colenso BBDO | Digital & Data Strategist |
Joe Carter | Colenso BBDO | Communications Director |
Hamish Mortland | Colenso BBDO | Senior Content Producer |
Leonid Sudakov | Puppo | Kinship President |
Winson Wong | Puppo | Head of Kinship |
Adelyn Zhou | Puppo | Head of Marketing Puppo |
Steve Simitzis | Puppo | Head of Product |
Matt Barnes | Colenso BBDO | Head of Digital |
Tennille Barnes | Colenso BBDO | Head of Digital Production |
Kate Clark | Colenso BBDO | Digital Producer |
Elle Kiddie | Colenso BBDO | Digital Producer |
Casey Chan | Colenso BBDO | Digital Banner Designer |
David Arcus | Colenso BBDO | Creative Technologist |
Chris Riding | Colenso BBDO | Digital Developer |
Puppo is a pet nutrition company that creates bespoke meals for dogs. To reflect Puppo’s promise of personalisation, we created 100,729 unique ads for 100,729 dogs. To create a unique ad for every dog registered in New York City, we created a world-first, bespoke piece of technology that algorithmically created personalised ad placements. It utilised data from the NYC Dog Licensing Dataset, linking each dog to a unique Puppo health benefit. It then inputted all of this data into a sophisticated modular copy and art direction system to generate thousands personalised placements. The campaign allowed consumers direct interaction with street posters, generating website traffic and a more engaging consumer experience. Each ad had a unique QR Code that upon scanning, drove the owner to the website where a shopping experience was tailored to their dog. The campaign was led by street posters and supported by digital OOH and digital display.
We were tasked with introducing Puppo to New York City. To ensure dog owners saw their dog’s individual ad, we deployed posters and digital OOH that targeted owners by zip codes within dog-walking distance to where they live. Placements were supported by geo-targeted digital displays to ensure we achieved the reach and scale needed for every NYC dog parent to see their advert. In order to engage our audience, we spoke language throughout our copy that New Yorkers with dogs would respond to. We referenced specifically “New York” expressions, locations and events, such as “New York minute”, the Subway and New York Fashion Week.