Cannes Lions

The Posting Tail

DEL CAMPO SAATCHI & SAATCHI MADRID, Madrid / MARS / 2016

Case Film
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Supporting Images
Scale Drawing
Presentation Image
Case Film
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Overview

Entries

Credits

Overview

Description

We present “The Posting Tail by Pedigree” A device that is able to understand what your dog likes and share it.

When the dog sees something that he likes, he wags his tail in a particular way. An accelerometer detects this movement and sends a signal to a camera. The camera takes a picture that automatically uploads onto the pet’s social media.

The device is capable of distinguishing a regular tail wag from a happy one. It also includes a GPS.

This way we know what he likes, allowing us to give him more happy moments.

A perfect device to demonstrate that dog loves Pedigree in real time in the social networks of their best friends.

The dog’s tail turns into a big data generator so we understand the things he likes the most: Places, toys, people, and of course, the food Pedigree Tasty bites.

Execution

HOW IT WORKS THE POSTING TAIL BY PEDIGREE?

When the dog moves the tail vigorously, he activates a sensor.

(A raspberry processor is capable of distinguishing a happy movement from a regular one)

A camera receives a signal from the sensor and shoots a picture.

The picture is uploaded automatically onto the dog’s social network.

The posting tail includes a GPS that lets you know which places makes the dog the happiest.

Implementation:

Innovation Product Development 6 months

Digital Activation Experience 1 month

Online Content

Social Network Campaign

Official Website Content

Outcome

The dog’s tail turns into a big data generator so we understand the things he likes the most: Places, toys, people, and of course, the food Pedigree Tasty bites.

Knowing all that, we can provide him with more happy moments.

It also allows the dog to interact and participate in social networks, like any other friend.

The posting tail generated hundreds of hours of posts and content around the social networks.

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