The brief
To create a Digital and Experiential event to drive the awareness of PetPlan amongst
pet owners across the UK. The location(s) must be carefully considered.
pet owners across the UK. The location(s) must be carefully considered.
The insights
We aimed to follow up on the idea that
people like their pets to look as good as
themselves. In America especially, pet
clothing and accessories have become a
part of today’s society.
people like their pets to look as good as
themselves. In America especially, pet
clothing and accessories have become a
part of today’s society.
The proposal
Pamper your Pet
The Big idea
Fashion week happens twice a year
releasing the Spring/Summer and Autumn/
Winter clothing lines within 7 big cities.We are looking to
pastiche these events into a PetPlan style
Fashion week. Giving our customers and
potential customers a chance to take
part in an enjoyable event that will be
broadcasted online as a viral video.
releasing the Spring/Summer and Autumn/
Winter clothing lines within 7 big cities.We are looking to
pastiche these events into a PetPlan style
Fashion week. Giving our customers and
potential customers a chance to take
part in an enjoyable event that will be
broadcasted online as a viral video.
Social Media
A press release on facebook five weeks prior to the main event.
The Pamper your Pet icon (circled in red) takes our
consumers to the provided information about
where and wen the events are going to be
held.
The Pamper your Pet icon (circled in red) takes our
consumers to the provided information about
where and wen the events are going to be
held.
Print
We obeyed the mandatories and
chose one of the images provided to put together a poster that could
work on any portrait platform. It could also be printed in magazines/
newspapers to target those who don’t use public transport.
chose one of the images provided to put together a poster that could
work on any portrait platform. It could also be printed in magazines/
newspapers to target those who don’t use public transport.
Ambient marketing
In order to reach out to our target audience and draw them
to the main event, we decided to use a number of different
ambient marketing methods such as this bus stop projection.
A dog bed would be projected on the ground next to a bench
to outline a place for a dog to sit.
to the main event, we decided to use a number of different
ambient marketing methods such as this bus stop projection.
A dog bed would be projected on the ground next to a bench
to outline a place for a dog to sit.
Interactive Humerous Masks - Digital
We would set up these touch
screens in busy public places such as the London Underground
to engage people and create an online buzz.
They would work in the following way:
Step 1 - Select a mask and choose a theme/background
Step 2 - Press ‘Take Photo’ button and stand back for flash
Step 3 - Scan for personal image or post on FB/Twitter
screens in busy public places such as the London Underground
to engage people and create an online buzz.
They would work in the following way:
Step 1 - Select a mask and choose a theme/background
Step 2 - Press ‘Take Photo’ button and stand back for flash
Step 3 - Scan for personal image or post on FB/Twitter
Viral video
A compilation video of all of the events’ antics
would be put together to make a viral video.
This would drive the awareness in the UK
and could potentially reach out to a wider,
global audience.
