Pet Economy & Advertising In The Digital Age

QAdPetising

INFUSIONI n s p i r a t i o n a l

Friday, 9th January 2015

Sara Pozzi Digital Account

Tw: @SpozziSara

C r e a t i n g D i g i t a l E x p e r i e n c e s

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Pet Economy

Don’t panic, no cute kittens inside.

Only in Italy there are more than 44.000.000 pets.

( E u r i s p e s , 2 0 1 4 )

In USA people spend up to 53 billion dollars for their pets.

+30% starting from 2007, a forecast of +7% in the next years

( W a l l S t r e e t , 2 0 1 3 )

And not only for food…!

( W a l l S t r e e t , 2 0 1 3 )

C l i c k h e r e o n l y i f y o u ’ r e a n a d u l t w w w . h o t d o l l f o r d o g . c o m /

r u b r i q u e . p h p ? i d _ r u b r i q u e = 1

This means a great opportunity for producers,

but also for communication agencies.

pet products, even the strangest, have to be promoted.

that’s plain to see.

But… how?

adpetisingpets in the advertising world

In advertising, pets have always been used to better communicate a message, and to make it cuter, funnier and easier to be understood.

Less easy is communicate TO pets.

Local pet shop promotion

A simple and low budget idea. You see the tongue, and, simply by pulling it, a leaflet comes out.

IAMS, London

In fact, pets will never understand ADV, and, on the other hand, their owners will never try pet products on themselves.

Wong Dong Food: HandMayo Draft FCB, Peru

The objective was to present a new line of dog food with full vitamins, so they looked for places where owners and their dogs spent a lot of time. They put a few dogs in those places, but they had tied up in their neck a human arm, to prove the power and strength of the new dog food.

Pet products companies always try to emphasize benefits that pets’ owner think are important.

Granata: Snack ball

To promote a healthy and active life for dogs… and new pet food. The only way to entertain pets is making them play.

Video https://www.youtube.com/watch?v=iQn5u9ymwf4

MRM/ Mc Cann, Germany

Pugedon: stray dog feeding machineTurkey

A way of getting people to recycle and feed stray animals at the same time. You put the drinks bottles in, and out comes a portion of food for stray dogs and cats.

The profit made from the recycled bottles covers the cost of the pet food, so the machine works economically, and it runs off solar power.

Video www.dailymail.co.uk/news/article-2730872/An-idea-s-dog-s-dinner-Company-creates-vending-machine-feeds-stray-animals-return-people-recycling-bottles.html

Society for Prevention of Cruelty to AnimalsNew Zealand

Firstly, people were invited to tune in to the Campbell Live television show to watch a dog driving a car for the first time on live TV. After viewing the performance, people were directed to the Auckland SPCA website or to their local SPCA location to learn more about the dogs available for adoption. Videos that showed the dogs learning how to “drive” generated buzz.

“Dogs this smart deserve a home”: the shelter’s whole stock of puppies was adopted within only a few weeks.

Video www.mdgadvertising.com/blog/driving-dogs-continue-to-drive-adoptions-in-new-zealand/

Digital

Granata: Snack checkAgenta, Germany

Check in! Snack out!

People enjoy getting something for free. Just check in the location of the billboard at foursquare and the dog food comes out of the dispenser automatically. With this idea it was easy to show dogs’ high appreciation for the GranataPet dog food to the owners. Hundreds of billboard visitors generate an additional demand of GranataPet at the local pet stores. And also post their logins on Facebook.

Video https://www.youtube.com/watch?v=t8dmjoqOOQo

Pet me

http://www.petme.it/

To easily find petsitters and owners that need one. Maybe the only really useful way to put something about the pets’ world on the web.

The Social Petwork

https://www.petpassion.tv/

A community and a blog for pet owners, where they can create a complete profile of their beloved furry friend.

Petpassion.tv

powered by Purina

A lot more can be done, so maybe the next time you'll see this

you’ll think

thank you

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