The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Author

By Katie Deighton | Senior Reporter

January 19, 2017 | 2 min read

Financial services brand MoreThan has seized the opportunity to be irreverent with its pet insurance marketing with the launch of a tour bus designed specifically for man’s best friend.

The ‘K9’ bus has been driving around London this week and will take the streets for the final time today (19 January). The route takes guests past a number of the capital’s dog-friendly spots – as well as canine related landmarks – such as Hyde Park’s pet cemetery and the Kennel Club.

Interested dogs have been invited to register themselves and owners for a free ride on the ‘world’s first’ dog bus tour via Billetto.

Delivered by Cow PR, the experience aims to promote MoreThan’s new ‘Doggysentials’ service, which offers buyers care and protection with a monthly delivery of essential items and an activity monitor.

Steve Jay, head of innovation at MoreThan, told The Drum: “We really want to be known for being passionate about getting out and having fun with your dogs.

“From events like this we’re able to share some great content online and amplify that message. We’ve got some other fun events lined up for the rest of the year to build on this strategy."

Marketing

Other episodes in the series

Episode 1

Cadbury unleashes the moo of its animatronic cow to promote bovine adoption promo

Cadbury Dairy Milk took to the ever-popular activation spot of the Southbank this week with an animatronic cow in order to promote its Buttons brand’s bovine adoption scheme.

Episode 2

‘Alexa, order me a cocktail’: Diageo and Dentsu Aegis test voice activation in the connected bar

Connected devices, the internet of things and voice activation: all innovations the modern marketer usually confines to the bounds of the home. But in Cannes this year Diageo has teamed up with Dentsu Aegis agencies Isobar and iProspect to bring these technologies into a new consumer market: the bar.

Episode 3

Welcome to the mind of Mark Denton: a look at the work in his Art Mart gallery

The extraordinary creative mind that is Mark Denton has his own art gallery – a grocery shop styled show in Shoreditch, London.

Episode 4

Inside the San Miguel Experience: why the brand is investing in immersive events

San Miguel launched its Rich List campaign earlier this year in a bid to celebrate individuals who have dedicated their lives to seeking our new experiences. Now the beer purveyor is turning to live events to help recruit applicants.

Episode 5

‘It’s not a political statement’: why Publicis is celebrating immigration through artwork

Visit Publicis’ London office on Baker Street throughout August and you’ll find yourself in the midst of an art gallery curated to celebrate the creative lifeblood that immigrants – and the children of immigrants – bring to British culture. However the show should not be read as a political statement, according to the agency’s chief executive.

Episode 6

New York's window displays reviewed by Deutsch head of design Roger Bova

Holiday window displays by big retailers make the season sparkle, with shoppers mesmerized by the shiny details that go into each exhibit.

Episode 7

Behind the scenes of EasyJet's last minute Christmas campaign

On a snowy December morning outside of Terminal One of Gatwick Airport, Santa was seen clambering up and down an escalator without a reindeer close by.

Episode 8

ABB on why its title sponsorship of Formula E is as much about brand reputation as awareness

Tech company ABB hopes its title sponsorship of Formula E will finally make it a global name. But the deal is also fuelled by an authentic support of the race’s underlying philosophy – in spite of its political and sporting controversies.

Episode 9

#TrumpBaby takes flight – and proves the brand-building case for crowdfunding

Today (13 July) saw a rotund orange pocket of air fly above London’s Parliament Square in protest of Donald Trump’s visit to the UK. The huge media interest in the event has proven that crowdfunding a creative idea can not only work but can build a solid brand for the project in the process.

Episode 10

Panasonic wants consumers to adopt a ‘buy less, respect more’ approach to tech

Panasonic Design’s dark but calming installation at the London Design Biennale encapsulates the brand’s refreshed approach to tech – one that connects less with 20th century consumerism and more with the Japanese approach to care and respect.

More from Marketing

View all