Cannes Lions

Sun Rescue Dogs

CX AGENCY LAVENDER, Sydney / BUPA / 2016

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Overview

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Credits

Overview

Description

We love our pets and care for them like we would any other (human) family member. Our strategy was to switch things up – to demonstrate how pets can give that care back.

Introducing The Bupa Sun Rescue Dogs. Their mission: to deliver sunscreen to people exposed to the harsh Australian sun. With the help of world-class dog trainer Steve Austin, the Bupa Sun Rescue Dogs were trained to detect people not wearing sunscreen, and deliver the potentially life-saving product to them.

We recorded their interactions with beachgoers, kids playing outdoors, commuters and even tradies on their lunch break – creating hugely shareable content for our campaign.

Execution

January is the biggest month for Pet Insurance sales, with a lot of pets being bought over the Christmas season. Bupa wanted to make sure they were front of mind when people started thinking about insuring their new pet – so the campaign ran from 21-31 December.

We used sponsored posts on Facebook to target potential and existing pet owners – driving them to the campaign page to find out more about the product and get a quote. Interests, competitors, related retail brands and third party data was overlaid over our custom-built Bupa Pet Insurance audience profile, ensuring that we reached the right people. Based on performance, the audience targeting was optimised with budget reallocated each day.

Additionally, we retargeted people who had recently visited the Bupa Pet Insurance webpages.

Outcome

In just 10 days, the campaign received:

- 1,252,870 impressions on Facebook, reaching 408,909 users

- 158,151 impressions on YouTube

- 338,490 views

- 90% of the video views were by females, who are the biggest purchasers of Pet Insurance in Australia

- 17% of Australian dog owners were reached

Engagement metrics were strong with:

- 3,170 Likes and 821 Shares on Facebook

During 2016, Bupa will use the Sun Rescue Dogs for activations to create further brand awareness.

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