Looking For You
Battersea Cats and Dogs Home
Issue 36 | September 2015
Agency
OgilvyOne London
Creative Team
Executive Creative Director: Charlie Wilson Executive Creative Director: Emma De La Fosse Creative Director: Arthur Parshotam Concept Creator: William Godfrey Creative Technologist: Lorenzo Spadoni Digital Producer: Jana Geary Senior Developer: Bashkim Isai Film Producer: Alison Cooper Print Production: Justin Cairns Business Director: Beccy Juliusberger Director of Innovative Solutions OgilvyLabs: Nicole Yershon
Other Credits
Framestore Director: Mike McGee Creation Company Films Ltd Photographer: Kevin Mallett REAL Digital Prints
Date
June 2015
Background
Battersea Dogs Home was founded in 1853 and was a famous organisation in the UK. The charity rehomes over 3000 dogs every year. Sadly however, its kennels are still 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. Battersea organized many fund raising events every year but they needed to do something to increase the number of animals finding 'forever homes'.
Idea
A stray dog looking for a home followed you around. The idea was to try and recreate that same targeting and emotional engagement to help Battersea find 'forever homes' for more of their residents.
Battersea Dogs Home leaflets with wafer thin RFID tags embedded within them were handed out to shoppers at a giant mall. Those who chosed to take a leaflet 'self-selected' as the target audience. The RFID tags made them 'discoverable' by sensors around the shopping centre. 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: if they'd passed it more than once, how many screens they'd passed etc to create a truly tailored experience. The final message served pointed people back to their leaflet. This drove to #lookingforyou Twitter feed featuring homeless dogs and a microsite.
Results
Early indications showed new leads for rehoming. In 2 weeks:
Interest was generated from 10 times more potential rehomers than Battersea currently have dogs.
- 33% of traffic to the main Battersea site was from the microsite.
- 79% of traffic had never visited the Battersea site before.
- 237K video views on Battersea's FB page and YouTube channel.
- 425 million impressions.
- 99% positive sentiment.