Battersea Dogs & Cats Home
A stray dog follows you on digital billboards around a shopping centre to raise awareness of the charity
Project details
Brief
Increase the number of leads for Battersea Dogs & Cats Home
Strategy
A stray dog looking for a home follows you around a shopping centre
Implementation
RFID sensors detect when targeted users pass a digital outdoor screen and interrupt the current advertising to display a dog
Deliverables
- Design intervention
- Campaign website
Client
Battersea Dogs & Cats Home
Agency
OgilvyOne WorldWide
Senior Developer
Markets
- United Kingdom
Audience
- Dog lovers
Lifespan
Launched: 27 April 2015
Retired: 06 May 2015
Outcomes
- 2,500 unique visits to the campaign microsite
- Over 320,000 video views
- 99% positive social sentiment
- 79% increase in main site traffic during the campaign from new visitors
Key technologies
Adobe Flash
RFID
Node.JS
HTML5
Campaign
Concept
This campaign video was designed for distribution on social channels to broaden the audience reach of the event. It received over 320,000 video views during the campaign period.
Making-of video
Enter for the 2015 Cannes Lions International Festival of Creativity.
Artefacts
Campaign website
Barley walks on screen and greets visitors by telling his story. The content encourages visitors to find out more information about the charity and provides a call to action to adopt or donate.
Pamphlet Handouts
We targeted the potential audience directly by distributing these RFID‑enabled pamphlets. Visitors to the shopping centre would opt-in to the experience by accepting the collateral.
Exhibitions
Westfield Stratford
London, United Kingdom
Launched: 27 April 2015
Retired: 06 May 2015
Accolades
Campaign
Top 10
10 December 2015
The DMAs
Direct Marketing Association
01 December 2015
The Drum
Creative Out of Home Awards
01 November 2015
Cannes Lions
International Festival of Creativity
01 June 2015
Collaborators
- Bashkim Isai
Senior Developer - Emma de la Fosse
Executive Creative Director - Charlie Wilson
Executive Creative Director - Arthur Parshotham
Creative Director - William Godfrey
Concept Creator - Jana Geary
Digital Producer - Beccy Juliusberger
Business Director - Nicole Yershon
Director of Innovative Solutions - Lorenzo Spadoni
Creative Technologist - Justin Cairns
Print Production - Alison Cooper
Framestore
Film Producer - Milan Mladenovic
Exterion Media
Digital Infrastructure Leader - Tim Cartwright
Exterion Media
Head of Digital Sales