When you lose your dog every second counts. What if there was a way to activate an army of scouts in the exact area your dog was last seen?

That’s PEDIGREE Found. Download the app, register your dog. If they go missing just press the LOST button, instantly creates lost dog alert mobile ads where your dog was last seen, geo-targeted to a pinpoint radius of 2.5 kilometers & personalized with your dogs information.

This, along with push notifications to other Found users, gives our network of eyes the details they need to bring your dog home safely, and quickly.

Launching in April, so far the app has topped the trending topics of the NZ app store (it is currently a NZ only project) and has already been downloaded by 10% of all Auckland dog owners, with twice as many more people visiting the mobile web site to check for lost dogs in their area.

Those who download truly use it – an amazing 91% of people who downloaded went on to register their dogs details.

At at time when Pedigree were launching a new brand positioning globally, the earned media value that this campaign has generated is already over double the total campaign cost (development + paid media), helping drive fame for the brand and the new ‘Feed The Good’ positioning.

Losing your dog is a fear universal to dog owners the world around & at some point, has happened to most of them. Yet, there is no clear protocol, no real support system in place for when this happens.

PEDIGREE has a clear and simple mission – they want to make the world a better place for dogs & dog owners alike. Everything they do is aimed at achieving this, so taking on the problem of how best to help lost dogs is a natural fit for the brand.

With the technology now available we realized that we could for the first time create a real time, geo-targeted lost dog poster that could move faster than the lost dog itself, and make it an end to end mobile experience, starting from an app and progressing into mobile targetted ads via the Google Display Network.