Driving Dogs
MINI and SPCA New Zealand
Issue 27 | June 2013
Agency
DraftFCB New Zealand
Creative Team
Asia Pacific Executive Creative Director James Mok Executive Creative Directors Tony Clewett Regan Grafton Creatives Peter Vegas Matt Williams
Production Team
Head of TV Esther Watkins TV Producer Sarah Yetton Senior Motion Graphics Designer Marco Siraky Head of Post Production Blair Walker Senior Designer Nick McFarlane Finished Digital Artist Anton Mason Head of Digital production Kevin Akers Interactive Designer Catherine Chi
Other Credits
Group Account Director Toby Sellers Account Director Sally Willis Account Managers Stephanie Huber Eloise Hay General Manager Angela Spain Communications Planning Director Rufus Chuter General Manager, Media Simon Teagle Media Buyer Digital & Social Media Sarah McEwen Head of Digital & Content Harri Owen Senior Digital Media Planner/Buyer Steph Pearson Media Manager Rachel Leyland Social Media Campaign Manager Andrew Thompson Digital and Social Media Campaign Manager Sam Boniface
Date
December 2012
Background
As a key sponsor, MINI wanted to help the SPCA find homes for their dogs. The problem was, too many people in New Zealand believed a rescue dog was a second-rate mutt, so finding homes for them was difficult.
The task was to raise perceptions of rescue dogs as being as smart as any other kind of dog.
Idea
To demonstrate the intelligence of SPCA dogs, three of them were taught to drive a car – the new MINI Cooper S.
A cornerstone of the campaign was the partnership with ‘Campbell Live’, New Zealand’s leading current affairs TV show.
After eight weeks of training, the dogs were introduced to the nation on primetime national TV.
The following week, press, TV, radio and online ads all asked one question: Can you teach a dog to drive? The answer would be provided with a live demonstration on ‘Campbell Live’.
To reach out beyond New Zealand, additional content showing the dogs being trained was posted on Facebook and YouTube.
With a global audience now established, on December 17th the dogs were let loose on a race track and, completely unassisted, in front of the media, drove the car.
A viral video of hero dog Porter completing his circuit was released. TV, press, radio and online ads drove people online for more content of the dogs in training.
Results
The results: In one week: The campaign was exposed to over one billion people.
News coverage in over 70 countries.
- 10 million views on YouTube.
- #drivingdogs trended four times.
- 10,000 Facebook fans – peak engagement of 245% (the NZ average is .8%).
- The campaign was the most searched story online four days running.
- By the campaign’s end, every SPCA dog had been adopted.
Our Thoughts
Here in just one campaign you can see many of the significant changes advertising has been through in recent times.
For starters, it’s a tripartite partnership between a brand (MINI), a charity (SPCA) and a media company (Campbell Live).
Secondly, the brand is not talking about its product. Simply generating goodwill, which may, possibly, lead to purchase consideration.
Thirdly, it was important that the idea got global recognition for it to be taken seriously at home in New Zealand.
Fourthly, the role of TV was crucial to its success – not TV advertising but TV programming. So, product placement really can work wonders for a brand.
Fifthly, if you get it right, an idea can reach a billion people. Just think about it. Pete Vegas and Matt Williams reached 15% of the population of the entire world.