PEDIGREE: Adoption Drive

The 2010 Warc Prize for Ideas and Evidence was created to identify case studies that demonstrate success against four criteria: strategy, integration, results and innovation. The competition, which was open to entries from any country or industry sector, was judged by an international panel of senior marketers and agency chiefs, using the following weighting: strategy (20% of marks), integration (25%), results (30%), innovation (25%).

For more information on this annual prize, visit www.warc.com/prize.

Campaign Details

Advertiser: Mars Inc
Agency: Starcom Worldwide
Brand: Pedigree petfood
Campaign duration: 3 - 6 months
Campaign objective: Build, change corporate image
Campaign objective: Increase brand loyalty
Country: Australia
Media budget (USD): $1-5 million
Media used: Branded content, Internet display, Internet search, Newspapers (local), Out of home (all forms), Social media, Sponsorship (media), Television (broadcast)

Executive Summary