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  • SUB CATEGORY :
    INTEGRATED LOTUS
  • COMPANY ENTERING :
    COLENSO BBDO, AUCKLAND
  • TITLE :
    THE CHILD REPLACEMENT PROGRAMME
  • BRAND :
    PEDIGREE
  • ADVERTISER :
    MARS
  • AGENCY :
    COLENSO BBDO, AUCKLAND
  • CREATIVE CHAIRMAN :
    NICK WORTHINGTON
  • CREATIVE DIRECTOR :
    ANDRE SALLOWICZ/SIMON VICARS
  • CREATIVE GROUP HEAD ART DIRECTOR :
    ANDRE SALLOWICZ
  • CREATIVE GROUP HEAD COPYWRITER :
    SIMON VICARS
  • GROUP BUSINESS DIRECTOR :
    AHMAD SALIM
  • BUSINESS DIRECTOR :
    ABBI BARKER
  • ACCOUNT MANAGER :
    ALICE SOPWITH
  • PR & ACTIVATION :
    PAUL GUNN
  • EXPERIENCE DESIGN DIRECTOR :
    TIM FREEMAN
  • DIGITAL PRODUCER :
    WILL THORRAT
  • DESIGN DIRECTOR :
    DEAN POMFRETT
  • USER EXPERIENCE ARCHITECT :
    CRAIG THOMPSON
  • LEAD DEVELOPER :
    DAVID ARCUS
  • FRONT-END DEVELOPER :
    ALEX KRIVENKO
  • SENIOR PRODUCT & EXPERIENCE :
    EMMA TAIT
  • SENIOR PRODUCER :
    SERENA FOUNTAIN-JONES
  • PHOTOGRAPHER :
    WILL BAILEY
  • SENIOR MAC OP :
    JODI DAVIS
  • RETOUCHER :
    REKS KOK
  • HEAD OF BROADCAST :
    JEN STOREY
  • PRODUCTION COMPANY :
    EXIT FILMS, AUCKLAND
  • PRODUCTION COMPANY PRODUCER :
    DECLAN CAHILL (EXIT FILMS)
  • DIRECTOR :
    ADAM GUNSER (EXIT FILMS)
  • SOUND DESIGN :
    FRANKLIN ROAD, AUCKLAND
  • COLOURIST :
    PETE RITCHIE
  • POST PRODUCTION :
    CREATURE, AUCKLAND
  • CAMPAIGN SUMMARY :
    EMPTY NEST SYNDROME IS THE LONELINESS PARENTS FEEL WHEN THEIR CHILDREN LEAVE HOME. BUT WHILE THESE PARENTS SIT IN A QUIET HOUSE LAMENTING HOW QUICKLY THEIR KIDS GREW UP, A DOG SITS IN A SHELTER LONGING FOR A HOME. A HOME IT CAN FILL WITH LOVE AND COMPANIONSHIP. OUR IDEA WAS TO CONNECT THESE ABANDONED DOGS WITH LONELY PARENTS. THE PEDIGREE CHILD REPLACEMENT PROGRAMME TARGETED ‘EMPTY NESTERS’ WITH A COMICALLY BLUNT CAMPAIGN ENCOURAGING THEM TO ADOPT A DOG AND ‘MOVE ON’ WHEN THEIR KIDS MOVED OUT. ALL WORK DIRECTED PARENTS TO OUR WEBSITE (REPLACETHEM.CO.NZ) WHERE THEY COULD MATCH THE CHARACTERISTICS OF THEIR CHILD WITH THE CHARACTERISTICS OF AN ABANDONED DOG– ENSURING THE PERFECT REPLACEMENT WAS FOUND.
  • THE BRIEF :
    PEDIGREE’S GLOBAL MISSION IS TO MAKE THE WORLD A BETTER PLACE FOR DOGS. PEDIGREE ASKED US TO FIND LOVING HOMES FOR THE GROWING NUMBER OF ABANDONED DOGS THROUGHOUT THE COUNTRY. OF THE 3338 DOGS THAT WENT INTO AUCKLAND CITY SHELTERS LAST YEAR, ONLY 671 WERE ADOPTED. OUR OBJECTIVE WAS TO RAISE AWARENESS OF THE PLIGHT OF SHELTER DOGS AND, AT THE SAME TIME, ENCOURAGE NEW ZEALANDERS TO ADOPT A DOG. IT TURNED OUT, THERE WAS A GROWING AUDIENCE WITH LOW RATES OF PET OWNERSHIP - PARENTS SUFFERING FROM EMPTY NEST SYNDROME.
  • THE STRATEGY :
    THE PEDIGREE CHILD REPLACEMENT PROGRAMME TARGETED THESE ‘EMPTY NESTERS’ WITH AN UNRESTRAINED, COMICALLY BLUNT CAMPAIGN ENCOURAGING THEM TO ADOPT A DOG AND ‘MOVE ON’ WHEN THEIR KIDS MOVED OUT. ALL WORK DIRECTED PARENTS TO OUR WEBSITE (REPLACETHEM.CO.NZ) WHERE THEY COULD MATCH THE CHARACTERISTICS OF THEIR CHILD WITH THE CHARACTERISTICS OF AN ABANDONED DOG– ENSURING THE PERFECT REPLACEMENT WAS FOUND. OUR APPROACH TO INCREASE ADOPTIONS WAS TO BUILD UNAVOIDABLE INTRIGUE AROUND THE CAMPAIGN. THIS STARTED WITH THE NAME. ‘THE PEDIGREE CHILD REPLACEMENT PROGRAMME’ WAS RECEIVED WITH DISBELIEF BY MEDIA OUTLETS, WITH ITS STRAIGHT-TALKING HONESTY HELPING TO SPREAD THE CAMPAIGN THROUGH PR AND PAID CHANNELS. OUR PROMOTION TO HELP PARENTS CONVERT THEIR CHILDREN’S STUFF INTO NEW STUFF FOR DOGS BUILT EVEN FURTHER ON THAT INTRIGUE, WITH HUNDREDS OF PARENTS TAGGING THEIR CHILDREN IN FACEBOOK POSTS PROMOTING THE SERVICE.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    WE LAUNCHED THE PEDIGREE CHILD REPLACEMENT PROGRAMME ACROSS TV, DIGITAL VIDEO, PRINT, RADIO, WEBSITE, DIGITAL BANNERS, PR, SOCIAL AND OOH. THE INITIAL TOUCHPOINT WAS THROUGH THREE FILMS THAT PLAYED IN CINEMA, TV AND ONLINE. WHEN VIEWED ONLINE EACH FILM DIRECTLY CLICKED THROUGH TO REPLACETHEM.CO.NZ. CLICK THROUGH BANNERS ON SKYPE TOOK OUR MESSAGE TO LONELY PARENTS, WHILE GEO-TARGETED MOBILE BANNERS ENCOURAGED PARENTS IN AIRPORTS TO VISIT OUR SITE THE MOMENT THEIR KIDS LEFT THE COUNTRY. ALL WORK DIRECTED PARENTS TO REPLACETHEM.CO.NZ WHERE THEY COULD MATCH THE CHARACTERISTICS OF THEIR CHILD WITH THE CHARACTERISTICS OF A DOG IN A SHELTER – ENSURING THE PERFECT REPLACEMENT WAS FOUND. TO FURTHER INCENTIVISE ADOPTION, WE OFFERED PARENTS THE CHANCE TO TURN THEIR CHILD’S OLD STUFF INTO NEW STUFF FOR THEIR DOG. BEDSPREADS WERE TURNED INTO DOG BEDS, TROPHIES INTO DOG BOWLS AND BELOVED JACKETS INTO DOG JACKETS.
  • THE RESULT :
    THE PEDIGREE CHILD REPLACEMENT PROGRAMME RECEIVED GLOBAL MEDIA ATTENTION, FEATURING ON PRIME TIME NEWS AND DRIVING MASS INTEREST IN DOG ADOPTION. THE CAMPAIGN DROVE AN 824% LIFT IN DOG ADOPTION ENQUIRIES THROUGH ANIMAL SHELTERS AS WELL AS A 16% LIFT IN PEDIGREE’S SALES. VISITS TO THE SITE FAR EXCEEDED FORECASTED EXPECTATIONS, FORCING US TO FIND MORE SHELTER DOGS TO MEET THE DEMAND. IN SIX WEEKS WE GOT MORE ONLINE DOG ADOPTION ENQUIRIES THAN IN THE LAST TWO YEARS COMBINED, HELPING TO MAKE THE PEDIGREE CHILD REPLACEMENT PROGRAMME THE MOST SUCCESSFUL ADOPTION DRIVE CAMPAIGN IN ALMOST A DECADE. IN A COUNTRY OF JUST 4.5 MILLION PEOPLE, WE ACHIEVED OVER 15M IMPRESSIONS DURING THE CAMPAIGN PERIOD.