An algorithm extracted data from the NYC Dog Licensing Dataset, linked each dog to a Puppo health benefit, and used a modular copy and art direction system to generate a unique ad for every dog.

Owners were targeted by ZIP Code with posters, digital OOH and digital display. Each ad started a shopping experience tailored to their dog.

In one week, the personalised ads saw an increase in website users of 68%, of which 28% came directly from our posters. There was also a 144% increase in organic searches for Puppo.

Kimberley Ragan, Colenso BBDO creative director, explained, “We all love our dogs, and having your dog, with all his or her unique personality quirks, pigeon-holed into small, medium or large breed, isn’t always what’s best for the dog.

“Straying from the typical one-ad-for-100,000 consumers format, instead creating one ad for each of the 100,000+ dogs who live in New York City, allowed us to connect with owners in a more meaningful way, and help them find the right diet for their pup.”

Puppo – Every dog has its ad from Colenso BBDO on Vimeo.

Credits
Client: Puppo
Leonid Sudakov – President, Kinship
Winson Wong – Head of Kinship Labs
Adelyn Zhou – Head of Marketing, Puppo
Carrie Deverell – Head of Corporate Affairs, Kinship

Lead Creative Agency: Colenso BBDO Auckland
Media Agency: Mediacom US & Milk Money
Consumer PR Agency: DKC
Social Agency: SocialFly

Source

Tags:
Innovation, QR Code, petcare, OOH Campaign, digital display, Out of home advertising, Technology, Health, Dog