Andrex has released its first Blippable print advert in celebration of the Andrex Puppy’s 40th Birthday. Produced by Mindshare and created by JWT and Blippar, the advert aims to drive interaction with the famous brand icon, the Andrex Puppy.
The campaign brings Andrex’s 12 month partnership with the Guide Dogs charity to the fore and is intended to encourage consumers to help raise funds to train at least 40 new guide dogs using its online loyalty platform ‘Puppy Points’.
‘Puppy Points’ is central to the campaign as all touch points lead here, it is hoped the introduction of Blippar will engage consumers and give them something extra prompting them to buy a pack of Andrex and donate their Puppy Points.
Head of integrated communication at Andrex, Matthieu Muniz, commented: “We need to continue innovating to keep our new consumers fully engaged & in love with the brand.”
Once consumers download the free Blippar app all they will need to do is hold their smartphone or tablet over the advert to watch the TV advert, donate their puppy points, learn more about Guide Dogs, or play a fun game which involves training an Andrex puppy.
The Blippable adverts will feature in OK! Hello! Look, Now, Good Housekeeping, Red, Woman & Home, Marie Claire and on pack.
James Chandler, head of mobile at Mindshare said: “We wanted to bring the Andrex Puppy to life for adults and children alike – with our placement in women’s weeklies and monthlies we recognise that the buying audience for Andrex tends to be mothers but that interaction with the Puppy is something enjoyed by all – young and old.”