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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

  1. Dog lovers

Lifespan

Launch: 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

  1. Westfield Stratford

    London, United Kingdom

    Launch: 27 April 2015
    Retired: 06 May 2015

Accolades

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