2015 Gold Best Use of Press and Inserts

Emma de la Fosse - Executive Creative Director, Charlie Wilson - Executive Creative Director, Arthur Parshotham - Creative Director,William Godfrey - Concept Creator, Lorenzo Spadoni - Creative Technologist, Jana Geary - Digital Producer, Bashkim Isai - Senior Developer, Alison Cooper - Film Producer, Justin Cairns - Print Production, Beccy Juliusberger - Business Director, Nicole Yershon - Director of Innovative Solutions Ogilvy Labs, Dee McIntosh - Director of Communications, Liz Tait - Director of Fundraising, Kate Winsall - Head of Marketing, Debbie Chapman - Head of Media and PR, Claire Fishersmith - Marketing Manager, Matt Warrilow - Digital Marketing Manager, Joe Mateo - Senior Graphic Designer, Carmen Gaskell - Corporate Partnerships Manager, Ruth Marsden - Communications Officer

Contributors

Framestore - Production, Kevin Mallett - Photographer, REAL Digital Prints - Printers, Exterion Media - Media Company

Campaign Overview

This campaign aimed to increase interest in rehoming an animal from Battersea Dogs & Cats Home.

The campaign struck an emotional chord with people, using a microchipped leaflet to trigger multiple targeted digital billboard interactions that developed a connection with Battersea and generated a positive and profound reaction.

Strategy

The strategy was to reward the target audience with the feeling of being ‘chosen’. An immersive outdoor digital experience served solely to people who had self-selected as an animal lover by taking a leaflet about rehoming from Battersea volunteers at the Westfield shopping centre entrance.

Those who had not self-identified could watch and share the experience via social media, but not actively take part.

This allowed Battersea to target precious resources very efficiently on those people who really mattered.

Creativity

To create an immersive and emotional interaction between dog and human, the team used an insight from the behaviour of stray dogs, which often pick a stranger who seems friendly and follow them around, making themselves impossible to ignore.

So wafer-thin RFID chips were embedded in the Battersea leaflets, making the recipient discoverable to a series of large outdoor digital screens around Westfield shopping centre. A Battersea dog followed them around from screen to screen, with videos triggered to suit where the target was approaching from and the number of times they had passed that screen. The end message recalled the leaflet they had taken and drove them to a microsite and Twitter feed of strays who were #lookingforyou.

Interactions were filmed and shared across social platforms to drive further awareness and positive social sentiment.