Adoptify
Tierschutzverein Munchen
Issue 47 | June 2018
Agency
Serviceplan Campaign X
Creative Team
Chief Creative Officer Alexander Schill Creative Managing Partner Matthias Harbeck Managing Creative Director Hans-Peter Sporer Creative Director Luitgard Hagl Copywriter Kornelia Szatko Art Director Michael Lux Junior Copywriter Leon Morelli
Production Team
Production Company Neverest Director Luis de Maia
Other Credits
Account Director Konstanze Kliesch Technical Directors, Plan.Net Technology Felix Koschmidder, Heinrich Plener Media Agency Plan.Net Website Agency Datamints Music Streaming Service Spotify GmbH
Date
December 2017-January 2018
Background
The Munich Animal Shelter is one of the largest shelters in Europe. The task was to raise awareness and find new owners for dogs, some of whom have been in the shelter for years. The production budget was low, the media budget was non-existent.
Idea
Music is not only important to people, it turns out it is important to animals too.
A study at The University of Glasgow confirmed that dogs have individual tastes in music, just as people do.
The idea, then, was to partner with Spotify and create ‘Adoptify’, a service that matched people to dogs by their shared tastes in music.
Dogs were tested for their favourite music genres and those that responded most obviously to music were chosen for the video. On Spotify, users who liked the same genres were targeted with banner ads. That’s how rock fans, electro-heads, opera enthusiasts, hip hop addicts and lovers of indie pop were able to find the perfect dog. The banners led listeners directly to the website where they could find more information and get in touch with their local shelter.
Results
The 1.85% clickrate performance of the desktop banners was way higher than the usual Spotify benchmark of 1.22%. Traffic to the Munich Animal shelter website increased by 33% during the campaign period. Press coverage in over 80 countries worldwide led to 70 million media impressions worth 6.5 million Euros in earned media. Animal Shelters around the world have asked to adapt the campaign. All promoted dogs found a new home. Adoption enquiries increased by 340%.
Our Thoughts
The way this works is when you’re listening to music on Spotify, you get to see video of the dog that shares your tastes in music grooving to the sounds. I’m a dog-lover with three of the critters here with me as I write, so I am a push-over for an idea like this. I’m not sure what a 340% hike in enquiries actually means, but my guess is that this weird but wonderful idea would have led to more dogs finding homes than a traditional print campaign featuring sorrowful-looking animals.
Creativity is the ability to find new ways of overcoming the indifference and inertia of your target group. And this is what it (creativity) looks like.