Mars NZ: Doggelganger

Colenso BBDO/Proximity

Entry Information

Category: Product Manufacturing and Distribution
Country where program ran: New Zealand
Dates program started/ended: April 2011 – June 2011

Product Description:

Pedigree Adoption Drive is an annual Pedigree initiative to help promote the plight of homeless dogs. Doggelganger is human to canine facial recognition software that allows us to connect real homeless dogs with real people.

Advertiser/Client Name: Mars NZ
Media Channels: Web Development



Marketplace challenge:

The PEDIGREE Adoption Drive is in its third year and represents one of the key pillars the brand has developed to live up to its brand mission 'to make the world a better place for dogs'. The Adoption Drive property already exists in multiple markets and it's each market's responsibility to promote it and drive engagement in key metrics. Because it's a new initiative, successful campaigns haven't been realised yet – the focus has been on growing awareness of the the Adoption Drive, and encouraging people to donate to the cause. Global television campaigns are available, and hero the plight of the homeless dog – encouraging people to donate and or adopt. The first two years of NZ's PEDIGREE Adoption Drive campaigns hadn't generated conversation, adoptions or donations. Innovation in this space was lacking, and moving away from executing like traditional charitable initiatives was something no market had pursued. Doggelganger was a breakthrough creative vehicle we developed to connect NZ'ers with homeless dogs. Only 25% of NZ households have a dog, and dogs in shelters are at an all time high currently in NZ. There are plenty of houses who could have a dog, and plenty of dogs needing a home – we just needed to facilitate the two coming together.