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BC SPCA

The BC SPCA needed to get consumers thinking about adopting a pet rather than buying. It had a very small production budget and no media budget. Past ads for pet adoption agencies had used guilt but DDB believed there was a better way to connect with this audience.

The agency gave a cross-section of pet owners diaries and Polaroid cameras to document what they loved best about their cats and dogs. What the diaries revealed was just how unique and special these relationships were.

Thus, the humorous ads showcase pet owners treating their loved ones and friends the same way that they treat their pets, making people quickly come to the conclusion that there are certain wonderful moments in life that can only be experienced with a pet.

Four 30-second English TV ads were created, directing people to the BC SPCA Web site. TV spots aired on Global, City TV, KVOS, and Shaw Cable, resulting in hundreds of thousands of dollars of free media. Famous Players Theatres donated $93,500 of free time.

For the first four months of the campaign, traffic to the BC SPCA Web site increased by 102% compared to the same time frame the year before. (19.4 million hits vs. 9.6 million). Just under 6,000 pets were adopted from the SPCA in B.C. during the first four months.

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