Cannes Lions

CESAR DOG FOOD

MEDIACOM GERMANY, Dusseldorf / MARS / 2008

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Overview

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Credits

Overview

Execution

The creative materials had to meet a number of criteria in order to work effectively within the dog salon environment. They needed to:Instantly communicate both luxury and credibility to a very discriminating audience of indulgent “parents”, the dog-owners;Satisfy the salon owners that they reinforced the mood and the professional credentials of the salon;Be available in several formats and sizes to meet the non-standard conditions of Germany’s wide variety of salons;Arouse consumer interest;Encourage participation in Cesar promotional activities; Prompt product trial. In the event, the creative elements (posters, free-standing display units and counter displays) worked together exceptionally to take optimum advantage of our uniquely-created media channel.

Outcome

Highly targeted to prime prospects - 77% of customers are small dog owners.13% raffle rasponse rate and 6000 new and qualified addresses. 88% of dog salon owners - very important advocates for Cesar - would take part again. And sales grew by 40%.

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