Winner of the Swedish direct marketing award "Guldnyckeln" 2015
Dog owners love to show off their pets. That rather undisputed fact became the starting point of the campaign together with the almost just as familiar insight that dog owners are a bit of attention junkies as well.
MyDog is an established dog expo in Gothenburg, mainly targeted to professional practitioners with show dogs. Our job was to broaden the target group by making the event more entertaining and popular.
With all dog owners' virtually insatiable need to flaunt their pets before our eyes, we created a new talent hunt at the expo where the winning dog got a customized role in the star-studded series "Welcome to Sweden" – airing on Sweden's largest channel, TV4.
We named the contest "The Next Lassie" aimed at uncovering the next TV star – a dog. In order to gain maximum attention and exposure, we worked mainly with PR. Outdoor ads, print and direct marketing also backed up the campaign. The Next Lassie produced more than 15 000 000 (SEK) in PR value and 6 000 000 in editorial scope. Our work with the campaign also earned us first prize at Guldnyckeln 2015 - the acclaimed direct marketing awards.
Want to know more about this project? Don't hesitate to contact us!