How much is that Puppy in the windo….err flat screen TV

Pet care brand Pedigree and its partner charity Ampara Animal needed to drive foot traffic to animal shelters as part of the Pedigree Adoption Drive.

The brand partnered with shopping-centre electronics stores to create the Dog Channel, where the generic content displayed on the TV screens in-store was replaced with videos of dogs waiting to be adopted from a nearby shelter.

Alongside the footage was a message to customers that included the dogs’ names and encouraged people to visit the shelter. When the dogs on the screens found new homes, the display changed to indicate a successful adoption.

Why It’s Hot:

-Chimes with the brand’s quest to grow the pet ownership – and by extension the pet care market.

-It merged a digital activation with OOH in a pretty unusual and innovative way