Dog-A-Like
Sadly over 100,000 healthy Australian dogs are euthanised every year. Pedigree helped change that with an app that matched people with dogs in need of adopting.
Campaign Overview
Sadly, over 100,000 dogs are needlessly euthanised every year in Australia because most people find it difficult visiting shelter homes to adopt. So if we couldn’t bring people to the shelter dogs, we decided to bring the shelter dogs to the people. We embarked on the biggest Pedigree Adoption Drive in Australia’s history. Central to our campaign was a search engine that matches potential adopters with a dog from a pet rescue database. We used activity and communications across multiple channels, including a mobile phone and Facebook app, social networking, outdoor events and online branded content, as well as educational events and films.
Impact
No 1 App in the Australian iTunes store for two weeks
Downloaded over 600 times a day, every day since launch
13% increase in dogs re-homed
That's 212 dogs adopted every month
Credits
Brand - MARS Pedigree
Agency - Whybin \ TBWA \ Tequila
Awards & Recognition
D&AD 3 x Wooden Pencil winner
Direct Advertising, Integrated Advertising, Digital Advertising
AWARD Awards 4 x Silver pencil
Digital Direct Response, Digital Campaign, Mobile & Apps
Webby's Official Honouree
Pedigree Dog-A-Like
The One Show x 2 merit + In Book
Pedigree Adoption Drive & Dog-A-Like
Spikes Asia
Bronze (Media)
IAB MIXX Awards
Gold – Public Service/Non-Profit
Facebook Studio Awards
Top 50 Facebook apps worldwide
New York Festivals - 2x Gold 2x Bronze
Gold - EFFECTIVENESS: Mobile
Gold - PR/BRAND: Social Benefit
Bronze - Mobile Apps
Bronze - Direct Response
AdFest - 3x Silver
Silver - Cyber Lotus, Best mobile App
Silver - Direct Lotus, Best integrated direct campaign
Silver - Direct Lotus, Mobile marketing
Cannes Direct Lions
Finalist - Pedigree Dog-A-Like