The Drum Awards for Marketing - Extended Entry Deadline

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Client: Mars
Date: Apr 2019
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Mars Petcare brand, Puppo has created a bespoke ad for every registered dog in New York City – coming in at over 100,000 – as part of a new campaign developed by Colenso BBDO Auckland.

The brand is the latest to be launched out of Kinship Labs, a coalition of businesses dedicated to the future of petcare. It creates personalized dog food depending on a dog’s unique health concerns.

The personalised nature of the service sparked the campaign from Colenso BBDO which saw the agency create an algorithm that extracted data from publicly available NYC Dog Licensing Data.

Along with a modular copy and art direction system, it was able to generate a unique ad for every dog in New York City. All dogs are individually addressed by their name and breed and spoke to the unique health benefits a Puppo diet could help address for each breed.

It has been delivered through OOH placements bought through media buying platform, Milk Money and digital media platforms managed by Mediacom, with each dog targeted in the areas they live.

Kimberley Ragan, Colenso BBDO creative director explained:“We all love our dogs, and having your dog, with all his or her unique personality quirks, pigeon holed into small, medium or large breed, isn’t always what’s best for the dog.

“Straying from the typical one-ad-for-100,000 consumers format, instead creating one ad for each of the 100,000+ dogs who live in in New York City, allowed us to connect with owners in a more meaningful way, and help them find the right diet for their pup.”

Credits - TBC

Client: Puppo

Leonid Sudakov - President, Kinship

Winson Wong - Head of Kinship Labs

Adelyn Zhou - Head of Marketing, Puppo

Carrie Deverell - Head of Corporate Affairs, Kinship

Lead Creative Agency: Colenso BBDO NZ

Media Agency: Mediacom US & Milk Money

Consumer PR Agency: DKC

Social Agency: SocialFly