There’s nothing like the sound – or sight – of your name. It gives you a good feeling. Makes you feel special. Makes you pay attention (fondly) to what the person who uttered (or wrote) it is saying.
The same applies to your dog your dog’s name.
And when your personalised ad campaign contains an ad for every registered dog in New York City, people are also going to talk about your brand. There are more than 100,000 personalised ads in the campaign.
The brand is Mars Petcare’s Puppo. The agency that came up with the idea is Colenso BBDO Auckland. The ads are running as posters in NYC, supported by targeted digital display.
But an idea isn’t great, no matter how striking, unless it relates directly to its product. This one does. Puppo is a brand of personalised dog food. It’s the first nutrition brand incubated by Kinship Labs, part of the Kinship coalition of businesses dedicated to the future of petcare. The New York pet nutrition company formulate and deliver personalised dog food for every dog, giving owners the ability to help address their dog’s unique health concerns via a diet made especially for it.
Leonid Sudakov, president, Kinship, explained, “ Kinship is a one-of-a-kind collaboration platform to build the future of petcare, powered by a unique coalition of innovators and talent. At the core of Kinship is the desire to work together with our partners like Colenso BBDO, to deliver this transformational promise. The Puppo campaign reflects the essence of this ambition – an innovative partnership highlighting a product built to serve every single customer in a very personal way.”
Kimberley Ragan, Colenso BBDO creative director, noted, “We all love our dogs, and having your dog, with all his or her unique personality quirks, pigeon-holed into small, medium or large breed, isn’t always what’s best for the dog. Straying from the typical one-ad-for-100,000 consumers format, instead creating one ad for each of the 100,000+ dogs who live in New York City, allowed us to connect with owners in a more meaningful way, and help them find the right diet for their pup.”
Winson Wong, Head of Kinship Labs, added, “Not only does this personalised approach reflect Puppo’s unique product promise, but it illustrates our genuine belief that every dog is special and deserves to be recognised as such.”
To action the campaign, Colenso BBDO created an algorithm that extracted data from publicly available NYC Dog Licensing Data. Adding a sophisticated modular copy and art direction system, the agency was able to generate a unique ad for every dog in New York City delivered through OOH placements bought through media buying platform, Milk Money, and dynamic digital media platforms managed by Mediacom.
All dogs are individually addressed by their name and breed, while both copy and art direction speak to the unique health benefits a Puppo diet could help address for each breed. Dogs are targeted by OOH and digital in the areas they live so their owners can find their dog’s ad and receive 30% off their first Puppo order.
Lead Creative Agency: Colenso BBDO NZ
Media Agency: Mediacom US & Milk Money
Consumer PR Agency: DKC
Social Agency: SocialFly
President, Kinship: Leonid Sudakov
Head of Kinship Labs: Winson Wong
Head of Marketing, Puppo: Adelyn Zhou
Head of Corporate Affairs, Kinship: Carrie Deverell