Making Australian’s happy one dog at a time by facilitating donation via a convenient paywave payment, whilst also encouraging dog adoption.

Dogs have an ability to reignite childlike happiness. Their unconditional love and trust positively affects us all. Even dog footage makes us happy, disconnecting us from our increasingly busy lives.

No matter how stressful our day, or how important we think we are, seeing the bounding, slobbering playfulness of dogs helps us reconnect with our own innocence as we bend down for a pat and a cuddle.

In short, we believe dogs make us happy.

We wanted Pedigree to help dogs make people happy. It’s Pedigree's brand belief, brought to life at scale.

The idea was brought to life through interactive donation units with hero units in-store and in-mall across Australia. The Outdoor unit was positioned in high traffic/high dwell areas with brand ambassadors encouraging people to interact and donate.

Each of the units were fitted with the unique Paywave mechanic. The immediacy and simplicity of the mechanic removed the usual donation barriers – no need to give details or scramble for change. This allowed people to instantly ‘see the good dogs bring out in them’ i.e. seeing the dogs response on screen when the empty bowl magically fills up with food upon a donation being made.

Our production time-line from concept approval was 10 months.

The campaign also included advertisements along the path-to-purchase, a TVC supporting the new brand platform, retailer catalogue activity, and a PR campaign amplifying the activation.

The campaign was a success on many levels.

We made the underdog the dog of choice and Australian’s happy by enabling joyful interactions between ‘rescue’ dogs and people via a first-to-market technology solution.

A record 12,585 dogs were adopted with nearly 3,000 in the first month - the highest number of adoptions in PetRescue’s 10 year history. Plus, for the first time ever we achieved significant financial support for PetRescue by raising $25,829 in donations.

Positive sentiment for Pedigree flooded in as shown by the sales results, an impressive 30.6% increase in sales during the first burst of the campaign - more than three times the target.

So we not only helped to find loving homes for the dogs most in need, we also demonstrated Pedigree’s food credentials (among an ever evolving premium competitor set) in a highly engaging way that helped people purchase Pedigree proudly.