2017 Bronze Best use of mobile & connected devices

Havas helia Cirencester

Client:

Find my VIP

Campaign overview

No one likes to think about their pet going missing.

Pets at Home wanted to give people peace of mind by using their 6,000,000 strong loyalty club members to maximise the chances of pets being reunited with their owners.

Strategy

Havas helia Cirencester wanted to promote a holistic approach to pet ownership, which didn’t just involve providing pet products for owners to purchase, but also showed that they really understood the psychology of pet ownership.

The VIP scheme itself was created as a means of doing everything possible to prolong the life of pets and the happiness of owners. The development of the VIP app along, with functionalities such as 'Find My VIP' built on this philosophy.

The new 'lost and found' initiative would be an important way of further promoting the app's value-added content to VIP members, who had not yet signed up.

The true power of Havas helia Cirencester’s solution lay in its scalability. The potential volume of 6,000,000 VIP club members ready and waiting to, firstly, buy into the product, and, secondly, help to find the missing VIPs of loving owners.

Creativity

The 'Find My VIP' technology works by VIP club members purchasing a collar tag in store and registering for 'Find My VIP' services on the VIP app.

Then, if an owner is unfortunate enough to lose their pet, they simply send out an app alert.

Local VIP club members will receive a notification, containing the lost pet's photo and details. And when the lost pet is found, Pets at Home puts the owner in touch with the finder. Emergency vet costs, if required, are covered by Pets at Home.

The 24/7 pet-finding service operates within seconds of the pet being lost because all the relevant information is preloaded as part of the core VIP sign-up.

Results

The initial 'Find My VIP' collar tag purchasing numbers of 14,543 supported the theory that VIP club owners not only care for and love their own pet, but all animals.

To a lot of owners, helping other lost pets was as important to them as keeping their own pet safe.

'Find My VIP' users spend £14 more per shop than regular VIP members with an average transaction value of £35 against the average £21.

Since June 2017, 31 pets have been reunited with their owners.

Team

Jon McWee (Experience Lead) Havas helia Cirencester - Kathryn Ratcliffe (Project Manager) Havas helia Cirencester - Aaron Miller (Senior Designer) Havas helia Cirencester - Fiona Craig (Planning Director) Havas helia Cirencester - Danielle Bailey (Senior Copywriter) Havas helia Cirencester - Siyana Hiani (Account Director) Havas helia Cirencester - Karl Atkinson (Commercial Manager) Pets at Home - Jessica Rose (CRM Manager) Pets at Home - Gavin Hawthorn (Head of CRM) Pets at Home

Contributors

GI Solutions (Data Selections)