Cannes Lions

DOG BUYS A HOUSE

BELGIOVANE WILLIAMS MACKAY, Sydney / VEDA / 2014

Presentation Image

Overview

Entries

Credits

Overview

Execution

Radio, PR, banner ads and some extraordinary TV spots led to three short webisodes. The branded content told of Mark the dog’s harrowing tale of loss, misfortune and eventual comeback and in the process told us the importance of a Veda score. All elements of the campaign were designed to create intrigue and drive our audience to the Veda website where they could view the webisodes and ultimately purchase the product.

Outcome

The webfilms were viewed more than 60,000 times within the first, with a 250% increase in traffic to the Veda website. Sales of Vedascores rose by 61% and brand awareness increased by 21% (double our target) The campaign gained more than 360 clippings in earned media. Profits from the launch of the Vedascore product to the most successful IPO in 2013( first day share price gain of 40%).

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