DONATE WITH A MATE

Silver Spike

Case Film

Presentation Image

TitleDONATE WITH A MATE
BrandPEDIGREE
Product / ServiceDONATE WITH A MATE
CategoryA03. Healthcare
EntrantCLEMENGER BBDO SYDNEY, AUSTRALIA
Idea Creation CLEMENGER BBDO SYDNEY, AUSTRALIA

Credits

Name Company Position
Ben Coulson Clemenger BBDO Chief Creative Officer
Brendan Willenberg Clemenger BBDO Creative Director
Rowan Foxcroft Clemenger BBDO Senior Art Director
Chris Pearce Clemenger BBDO Senior Copywriter
Daniel Mortensen Clemenger BBDO Head Of Craft
Robin Sung Clemenger BBDO Director
Jay Young Clemenger BBDO Senior Digital Designer / Developer
Ivan So Clemenger BBDO Digital Design Lead
Greg Lamb Clemenger BBDO Studio Manager
Giles Davies Clemenger BBDO Senior Retoucher
Dale Emrose Clemenger BBDO Front End Developer
Denise McKeon Clemenger BBDO Sydney Head of Production
Claire Bisset Clemenger BBDO Interactive Executive Producer
AJ Coyne Coyne Clemenger BBDO National Mars Lead
Rafa Husain Clemenger BBDO Business Director
Thom Wilson Clemenger BBDO Account Manager
Jason Olive Clemenger BBDO Communications Planner
Nick Zonnios Clemenger BBDO Head Of PR
Nick Zonnios Clemenger BBDO Head Of PR
Jess Morgan Clemenger BBDO Sydney Online Editor
Rachel Foot Traffik Senior Producer
Robbie Balatincz Clemenger BBDO Sydney Sound Engineer
Andrew Stevenson We Love Jam Sound Designer
Alex Guterres Clemenger BBDO Offline Editor
Kelvin Said Finch Director
Francesca Walker Finch Production Assistant

Why is this work relevant for Brand Experience & Activation ?

Donate with a Mate is the world’s first Human and Canine Blood donation service. We created mobile canine blood donation vans that we able to be parked outside Red Cross Blood donation centres. Due to the volatility of canine blood, these vans worked two-fold. They not only allowed for the collection of blood but for the delivery as well. This Brand Experience is the very embodiment of Pedigrees belief in making the world a better place for dogs.

Background

Did you know that dogs can donate blood? No… well neither do over 90% of Australian dog owners. So, when sick and injured dogs need emergency blood transfusions, canine blood supply levels are critically low and the consequences are often fatal for our four-legged friends. Pedigree believe in ‘making the world a better place for dogs’, and they approached us to extend this brand promise by bringing light to the little-known subject of canine blood donations. But raising awareness wasn’t our only objective, Pedigree wanted an idea that would increase the database of Canine Blood donors so that all around Australia when an animal needed blood, vets had the names of previously screened and vetted canine donors.

Describe the creative idea (20% of vote)

We do everything with our dogs and now, we can donate blood together too. In partnership with the Red Cross and Australian Animal Blood Bank, we launched ‘Donate with a Mate’ – the world’s first human and canine blood donation drive. We launched our Canine Blood Collection vans with a PR event in Australia’s busiest Red Cross Blood donation centre. Over the course of several days, scores of human/canine combos came in and donated blood together. This service is vital for the ongoing emergency care of dogs as canine blood only lasts a very short time once the donation is taken. Vets need ready access to donors in their local area and Donate with a Mate provides this ongoing awareness and access. And just like humans get a cookie after donating, Dogs get a tasty pedigree treat and nutritious food as a thank you.

Describe the strategy (20% of vote)

For years now, dogs have become an extension of the family. We have the highest rate of pet ownership in the world with almost 62% of households owning a dog. We knew our target was highly engaged and motivated to do anything for their dogs. Dogs have to be over 20kgs to donate blood so we targeted large dog owner groups on facebook with emotive films that reminded them of the unbreakable bond between humans and their dogs. This lead to thousands and thousands of people to register them and their pets at donatewithamate.com.au

Describe the execution (30% of vote)

Donate with a mate was no easy feat to pull off. We had to work with the Red Cross, the Australian Animal Blood Bank and Animal protection groups to ensure that the blood we collected ongoing was going to be useable for vets all around the country. Our mobile Canine collection vans travelled around Australia and were paired with different Red Cross centres ensuring that scores of mates could donate blood together. In terms of amplifying the cause, Australia’s favourite celebrity vet Dr Katrina Warren was incredible happy to donate her time to be the face of the campaign. We received coverage on all major news networks and across the News.com.au web platform enabling the topic of Canine Blood Donations to reach millions of Australians.

List the results (30% of vote)

This campaign was truly the work of a client putting the welfare of dogs beyond profit and sales. The cause has received nationwide coverage, millions of impressions, a 512% increase in awareness and an 859% lift in dog donor registrations.

Links

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