Pets at Home: Very important pets club

Havas EHS

The team

David Williams – Managing Director
Matthew Fitzsimons – Innovation Director
Frazer Howard – Creative Director
Samantha Tredgett – Managing Partner
Donna Collins – Account Director
Polly Buckland – Principal Planner
Paula Wilcox – Account Director
Oliver Lee – Senior Copywriter
Katie Ballard – Senior Art Director

Other contributors

GI Solutions Group – Database development & management
John Brown Media – Customer magazine development & production

How did the campaign make a difference?

The VIP (Very Important Pets) club created a differentiating, dual proposition (care for your pets and support local animal charities) and used smart segmentation to create emotional involvement. 1,088,352 people have joined, generating almost 24% of revenue in-store and over 40% of online, plus over £316,000 in donations to animal charities.

What details of the strategy make this a winning entry?