10 May Featured campaign :: Battersea Dogs & Cats Home
Battersea Dogs and Cats Home is the United Kingdom’s oldest and most famous home for dogs and cats and recently launched an engaging digital outdoor advertising campaign in which they used above the line advertising complimented by innovative digital engagement technology.
Created by OgilvyOne UK as part of the charity’s “#LookingForYou” campaign, Barley, the pixelated pooch appears to follow shoppers around East London’s Westfield Stratford mall in OgilvyOne’s “Looking for You” campaign. The campaign was designed to promote pet adoption for Battersea Dogs and Cats Home. A chip secretly placed in leaflets handed out to shoppers triggers the canine’s capering, enabling him to follow the shoppers from one digital billboard to the next.
“Battersea rehomes animals all over the U.K. and beyond, and this could help encourage people to choose to rescue a dog,” says Carly Whyborn, head of operations at Battersea. “We’re using innovative technology in a way that has never been seen before, and we hope more of our abandoned animals find loving homes because of it.”
It’s a great example of how brands are no longer only using one medium to draw attention, but taking an integrated approach to engaging with customers.