2015 Gold Best Use of Experiential
01 Dec 2015
OgilvyOne UK
Battersea Cats & Dogs Home
Looking For You
The Team
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.
Results
The multiple interactions developed and reinforced a real emotional connection with Battersea and its residents.
Reactions were hugely positive, including nearly 2,500 unique visits to the campaign microsite, more than 320,000 video views and 99% positive social sentiment. This amplification helped drive new visitors to the main Battersea site, with 79% of site traffic during the two weeks of our campaign period never having visited previously.
The #lookingforyou Twitter feed was kept constantly updated with new dogs looking for homes and played its part in generating more than 200 new enquiries about rehoming specific dogs.
Please login to comment.
Comments