Cannes Lions

THE SHELTER PET PROJECT “REACH OUT” INTERACTIVE EXPERIENCE

DRAFTFCB, Chicago / AD COUNCIL / 2014

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Case Film

Overview

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Credits

Overview

Execution

We built an interactive experience where nothing separates you and a shelter pet but your screen. Users choose the shelter pet they want to meet, and seamlessly engage using simple, intuitive motions. Touch the center of the screen, and your pet may come lick it. Touch the top right, and your pet may show how high he can jump. Play with a wonderful shelter pet as though he’s already your own.

Within the experience, users are directed to our pet finder tool. After seeing how amazing a shelter pet is, they can find one to adopt.

Outcome

Providing an infinitely more intimate interaction between a person and a pet has proven to be compelling and effective.

Lessening fear and giving people the confidence they need to adopt: the number of people using the online “Pet Finder” tool to find the right shelter pet to adopt has increased by almost 5,000 people per week since the launch of the campaign.

Interest, engagement, and buzz: The day the campaign launched, The Shelter Pet Project saw engagement increase on Facebook by eleven times, and received over a thousand new page “likes.” Over 400,000 people have heard about the campaign on Twitter. Since the launch of this campaign, we’ve seen a 75% increase in site traffic.

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