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