Product Design Lions > Goods

THE POSTING TAIL

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

CampaignCampaignLayout(opens in a new tab)
Supporting Images
Case Film
Scale Drawing
1 of 0 items

Overview

Credits

OVERVIEW

CampaignDescription

Thanks to social media we know what our friends like. What our not so close friends like.But… what do we know from our best friend? THE DOG.

We present “The Posting Tail” 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.

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,Pedigree Tasty bites.

Execution

The device has two operation modes:

1.Training Mode: The device monitorizes the dog’s tails movement and receives information on real time about the dog’s happiness state from the user’s device (an iPad). It creates a big database of information that relations movements with happiness state. Once the database is created its information is processed by “Random Forest”, the selected machine learning algorithm, to fits its internal parameters and “learn” to predict happiness states from tail’s movements.

2.Normal Mode: The device continuously monitorizes the dog’s tail movements and predicts “Happiness/Non Happiness” states. If the state predicted is “Happiness” the device takes a capture of the moment, gets the geolocalization data from GPS and uploads the picture to the dog’s facebook wall.

Components

- Raspberry PI

- 3G/GPS Module

- Wifi Dongle

- PiCam camera

- Battery

- 9-DOF sensor module including accelerometer, gyroscope and magnetometer.

Platforms

Raspbian Jessie Platform (Linux)

Implementation

“The Posting Tail” is a wearable device for pets. The harness has straps and a small component designed to be attached to the dog’s tail. It has a microcontroller, a 9-DOF (accelerometer, gyroscope and magnetometer) sensor, a GPS, 3G module, Wifi dongle and a camera. It uses the "Random Forest" machine learning algorithm to predicts happiness or non-happiness states from the dog's tail movements.

Outcome

Scalability

Absolutely scalable to a massive product.

Industry relevance

Internet of Things applied to pets industry have a brilliant future. As now every person has a smartphone, in five years every dog will have an electronic device with internet access. Uses and needs go from tracking, veterinary parameters monitoring in real time, recovery of lost pets, etc.

Results

Learning predictions above 95%.

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.

Synopsis

Pedigree had a challenge, tocreate a memorable experience around dogs.

Generating an entarteinment platform to engage their consumers inSpain.

And the media plan was focused on social networks and its website. So,how to turn this objectives into an experience that generated notoriety for the brand and its product.

The solution:We created “The posting tail”

There are two main points that make “The Posting Tail” relevant for Product Design.

Nowadays, we are in a boom of both “Internet of Things” (cars, home appliances, gadgets, have internet access) and use of “social networks”. In this context, “The Posting Tail” opens the use of social networks and internet connection to our pets and bring us a new way of communication and relationship with them.

"The Posting Tail" operation is based on "Machine Learning" algorithms, by which the device is capable of "learning" from each dog and adapt to all of them in an agile and comfortable way.

More Entries from Lifestyle, Fashion, Leisure, Sports & Outdoor in Product Design Lions

24 items

Grand Prix Cannes Lions
JACQUARD

Innovation

JACQUARD

GOOGLE, GOOGLE CREATIVE LAB

(opens in a new tab)

More Entries from DEL CAMPO SAATCHI & SAATCHI MADRID

24 items

THE POSTING TAIL

Titanium

THE POSTING TAIL

MARS, DEL CAMPO SAATCHI & SAATCHI MADRID

(opens in a new tab)