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 shopping center. These triggered Barley, an ex-Battersea dog, to appear on multiple interconnected digital screens as the target passed them. 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, how many screens they'd passed etc to create a truly tailored experience.

The campaign ran everyday from 12 noon – 2pm over 2 weeks at Westfield Shopping Mall.

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 vs 125 dogs.

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

A stray dog looking for a home follows you around. He targets you really effectively. Our strategy 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. Britain is full of animal lovers but many don’t think about a rescue animal because they simply don’t see many strays roaming the streets. The idea involved using RFID technology and interconnected digital billboards to create a 'stray' dog that would follow our target audience around one of Europe's biggest shopping centers.