Guide Dogs: Dave and Quince

RAPP UK

The team

Ali Hanan, Tori Fannon, Mark Teece, Jess Thomas, Peter Maguire, Becky James, Paul Holman, Lundi Shackleton, Oliver Clark, Blair Macdonald.

How did the campaign make a difference?

The 'Dave and Quince' DRTV advert ran during blind participation events at the Paralympics. 2012 was the most successful year ever for Guide Dogs. The ad has generated more than 6,000 donations and raised over half a million pounds.

What details of the strategy make this a winning entry?

For just £1 a week, you can sponsor a special puppy through its two-year guide dog training. There is a growing consumer trend for responding to charity campaigns via SMS and online, so those methods were the main calls to action. The key insight was that potential supporters want to see authenticity and real stories. What became clear from research was that showing the emotional connection between a dog and its owner was the single most compelling factor in engagement. The DRTV advert was launched during the Paralympics and its performance boosted through a partnership deal with Channel 4, which allowed tactical placement during each of the blind participation events. A 10-second promotional tail ran on Bauer Music channels to target a younger demographic for donations and Facebook likes. This has proved particularly successful, generating a positive ROI and over 15,000 likes. The launch was supported through partnership with The Daily Telegraph as well as contextual online display activity.

How did creativity bring the strategy to life?