Bashkim Isai

Digital Technologist

bash:~$ bashkim isai

Battersea Dogs & Cats Home

A stray dog follows you on digital billboards around a shopping centre to raise awareness of the charity

Key technologies

Adobe Flash
Adobe Flash
RFID
RFID
Node.JS
Node.JS
HTML5
HTML5

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

  1. 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

    • 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.

    Size to resize

    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.

    Total pages: 4

    Exhibitions

    Westfield Stratford

    London, United Kingdom

    Launched: 27 April 2015
    Retired: 06 May 2015

    Accolades

    Campaign

    Top 10

    10 December 2015

    Silver

    Customer engagement ads of 2015

    The DMAs

    Direct Marketing Association

    01 December 2015

    Gold

    Best Use of Experiential

    Gold

    Best Use of Press and Inserts

    Silver

    Best Use of Technology

    The Drum

    Creative Out of Home Awards

    01 November 2015

    Honour

    Chairman's Awards

    Gold

    Digital - Use of Digital Technologies

    Gold

    Innovation

    Cannes Lions

    International Festival of Creativity

    01 June 2015

    Bronze

    Cyber
    Branded Tech
    Digital Billboard

    Bronze

    Media
    Use of Media
    Use of Screens

    Bronze

    Media
    Product & Service
    Charities (incl. Fundraising, Donations & Appeals)

    Shortlist

    Media
    Use of Media
    Use of Events & Stunts

    Shortlist

    Direct
    Use of Direct Marketing
    Targeted Ambient Media: Large Scale

    Shortlist

    Direct
    Direct Marketing: Craft
    Customer Journey

    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