THE PERFECT VOICEOVERS

Short List
TitleTHE PERFECT VOICEOVERS
BrandCAUSES FOR ANIMALS SINGAPORE
Product / ServiceANIMAL SHELTERS AND ADOPTION
CategoryA07. Not-for-profit / Charity / Government
EntrantEDELMAN SINGAPORE, SINGAPORE
Idea Creation EDELMAN SINGAPORE, SINGAPORE
Media Placement EDELMAN SINGAPORE, SINGAPORE
PR EDELMAN SINGAPORE, SINGAPORE
Production THE FLOATING FOLKS Singapore, SINGAPORE
Production 2 32BIT RECORDING STUDIO Singapore, SINGAPORE
Post Production EDELMAN SINGAPORE, SINGAPORE

Credits

Name Company Position
Victor Ng Edelman Singapore Executive Creative Director
Victor Ng Edelman Singapore Executive Creative Director
Wern Kee Lim Edelman Singapore Senior Art Director
Yi Rong Edelman Singapore Junior Art Director
Wei Hao Lam Edelman Singapore Junior Creative
Yi Rong Edelman Singapore Junior Art Director
Al-Azmir Ibrahim The Floating Folks Director
Ziyu Lim The Floating Folks Producer
Ross Ahmad 32Bit Recording Studio Sound Engineer
Malini Nathan Edelman Singapore Client Director
Kulvin Kaur Edelman Singapore Client Executive
Esther Ng Edelman Singapore Manager
Cheryl Ng Edelman Singapore Client Executive
Terri Teo Edelman Singapore Client Executive
Joy Fong Edelman Singapore Manager
Min Qi Lim Edelman Singapore Senior Client Executive

Background

According to SPCA, over 1.5 million shelter dogs are euthanized every year. This is mainly because 3 in 4 households prefer to buy a pet from a store instead of adopting one from a shelter, leaving shelters unable to cope with massive numbers of unwanted animals. People do not adopt shelter dogs because of the perception that there is something wrong with them – because they were abandoned, sick or damaged in some way. Our objective was to originate a campaign idea that would change the perception that shelter dogs are flawed, or imperfect compared to animals sold at pet stores. The ultimate aim is to turn the negative perception of shelter dogs into a positive, resonant one – thus improving attitudes to adoption.

Describe the strategy

The insight behind our strategy was: Mainstream media often profiles people who have been through adversity in life, portraying them not as imperfect people with a past, but as survivors of life’s challenges who are worthy of being celebrated. Why not shelter animals – many of which have been through similar adversities themselves? The key message behind our campaign became: “If we don’t have to be perfect, why should they be?” Our strategy revolved around leveraging our voice talents, who are already of interest to mainstream media – amplified with social influencers and passionate animal advocacy groups. Our target audience lives on social and online media – Instagram and Facebook. Campaign assets included a main 4-minute “making-of” film, accompanied by 9 videos that delved deeper into each shelter dogs’ story. Every piece drove the adoption message and traffic to our five partner shelters.

Describe the execution

With a zero-budget in paid media, implementation began with influencer outreach – not paid engagements, but purely on a pro-bono basis – further stress-testing the emotional appeal of our content. We identified social media influencers with deep affinity for rescued pets (in particular adopted dogs) and other animal lovers. Animal lovers groups were also made part of amplification on social media, widening the reach to the local market. The main piece of the campaign, a 4-minute making-of film was seeded to those who acted as ambassadors to the campaign. This was paired with plans placing campaign assets to mainstream media channels – online editorials, radio and TV channels which broadcast the campaign to the general public. The campaign was widened across Asia, rallying 15 shelters in countries such as China, Japan, Indonesia, Philippines, Vietnam, Cambodia and Singapore – making the campaign the largest cross-shelter collaboration in Asia.

List the results

The success of the campaign helped make it become the largest cross-shelter collaboration in Asia – rallying 15 shelters in countries such as China, Japan, Indonesia, Philippines, Vietnam, Cambodia and Singapore. With zero dollars spent on media buy and relying purely on organic reach, the campaign hit 5.2 million impressions within the first 2 weeks. Highly positive coverage led to interviews conducted by the market’s top-three most-listened-to radio station and press write-ups in the markets largest Chinese-language based newspaper – amplifying reach to 3.5 million people of the local population (representing a 60% market reach). Sharing on social led by influencers reached a further 658,889 people globally, with engagement rates averaging 54%. $0 was spent on media or influencer engagement. Adoption enquiries increased by 21%.

Links
Social Media URL   |   Video URL