A stray dog looking for a home follows you around. He targets you really effectively. Our idea was to try and recreate that targeting and emotional engagement to help Battersea Dogs Home, a famous British Institution founded in 1853, find forever homes for more of their residents. The charity rehomes over 3000 dogs a year. But sadly their kennels are still always full. So the objective was to harvest as many quality leads as possible using a super targeted and highly efficient outdoor campaign.

The campaign ran from 12 – 2 over a two week period at Westfield Shopping Centre.

Early indications show we have started to drive new leads for rehoming. In 2 weeks:

We generated interest from 10 times more potential rehomers than Battersea currently have dogs; 1362 unique views to the microsite v 125 dogs.

33% of traffic to the main Battersea site was from the microsite.

79% had never visited the Battersea site before.

#lookingforyou was used 850 times in one week. (Above average for Battersea).

237K video views on Battersea’s FB page and YouTube channel.

425 million impressions.

99% positive sentiment.

Leaflets with wafer thin RFID tags embedded within them were handed out to shoppers at a giant mall. Those who chose to take one ‘self-selected’ as our target audience. The RFID tags made them 'discoverable' by sensors around the mall. These triggered ‘Barley’ to appear on multiple digital screens as the target passed them, interrupting whichever ad had been playing. Code was written to ensure that the correct video was served according to various factors; EG: the direction the person was passing, if they'd passed it more than once etc The final video served pointed them back to their leaflet.

Britain is full of animal lovers who know about Battersea Dogs Home but don’t think about re-homing because they rarely see strays on the streets. The strategy was to create an OOH campaign that would only work for our target audience. We first allowed them to self-select as animal lovers then delighted them with a highly targeted and tailored experience that would capture their hearts and drive them to act. Using RFID technology and multiple interconnected digital screens we created a 'stray' dog that would follow our target audience around a giant shopping mall.