Cannes Lions

Looking For You

OGILVYONE LONDON, London / BATTERSEA DOGS & CATS HOME / 2016

Presentation Image
Demo Film
Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Description

A stray dog looking for a home follows you around. He targets you really effectively. Our idea was to try and recreate that targeting and emotional engagement to help Battersea Dogs Home, a famous British Institution, find forever homes for more of their residents. The charity rehomes over 3000 dogs a year. But sadly their kennels are still always full. Britain is full of animal lovers but many don’t think about a rescue animal because they simply don’t see many strays roaming the streets. The idea involved using Radio Frequency Identification (RFID) technology and interconnected digital billboards to create a 'stray' dog that would follow our target audience around one of Europe's biggest shopping centers

Execution

The work ran everyday, 12pm – 2pm the busy lunchtime period over 2 weeks at a major mall in London. Leaflets, embedded with wafer thin RFID tags were handed to shoppers. People who took one ‘self-selected’ as our target audience. The RFID tags made them 'discoverable' by sensors placed around the shopping center. These triggered Barley, an ex Battersea resident to appear on interconnected digital screens as the target passed. Code was written to ensure the correct video was served; EG: the direction the person was passing, if they'd passed it more than once, etc to create a truly tailored experience. The final video served pointed them back to their leaflet which drove to microsite and #lookingforyou Twitter feed, constantly updated with homeless dogs. To amplify the activity we posted people’s reactions to the screens onto the Battersea Facebook page where it was viewed 237,000 times in 14 days.

Similar Campaigns

11 items

Dentastix

COLENSO BBDO, Auckland

Dentastix

2024, PEDIGREE

(opens in a new tab)