Digital dogs doing good

7 May 2015

Advertiser: Mars
Creative Agency: Clemenger BBDO (Melbourne)
Media Agency: Starcom MediaVest Group (Australia) H/Q

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Pedigree is tapping into contactless payment to help drive donations to the pet charity and feed 100 million dogs globally.

The campaign, by Mars pet brand Pedigree, claims to be the first Australian outdoor campaign that adopts digital interactive screens and contactless technology to raise money.

The ‘Feed The Good' campaign, developed by Clemenger BBDO Melbourne and Starcom, sees interactive activations on outdoor billboards in Sydney and Melbourne this week and then in 50 Coles stores nationally.

The aim is to drive donations to Pedigree's charity partner Pet Rescue.

The campaign is inspired by Pedigree’s vision to feed 100 million dogs globally and in the first digital experience of its kind, debuts interactive activations that encourage consumers to make a $2 contactless payment donation directly to PetRescue. Designed to interact with consumers, the donations result in the on-screen dog being fed, illustrating the direct impact these funds will have on feeding dogs around Australia.

Each digital billboard is integrated with contactless payment technology and the creative encourages people to make a $2 donation directly to the charity. When they do, the creative shows a dog being fed.

Sylvia Burbery, general manager of Mars Petcare, said: “Pedigree believes that dogs make the world a better place and bring out the good in us all. ‘Feed the Good’ sets out to connect with Australians emotionally and encourage a donation of just $2 to help raise vital funds for our established charity partner, PetRescue and support the fantastic work they do to care for and re-home unclaimed animals.

“Debuting Australian-first technology is hugely exciting; when combined with compelling creative and a fully integrated campaign strategy that spans multiple channels, we will inspire positive consumer engagement that delivers cut through.”
A 30-second TV spot is also running to promote the initiative.
Credits:
Client: Pedigree
Creative: Clemenger BBDO Melbourne
Activations: The Marketing Shop
Media: Starcom
PR: One Green Bean

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