| Titel | Prescription Dogs |
| Agentur | Dieste |
| Kampagne | Prescription Dogs |
| Werbende | Dallas Pets Alive! |
| Marke | Dallas Pets Alive! |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2023 / 1 |
| Geschäftsbereich | Tierrechte |
| Story | The first dog adoption campaign that prescribe dogs as additional part of heart disease treatment for patients with heart conditions. The campaign was unique in its approach to promoting dog adoption as a means of improving heart health. The team used a medical angle to appeal to the target audience, highlighting the health benefits of owning a dog and positioning shelter dogs as "Prescription Dogs." This approach appealed to a wider audience and helped to increase adoptions and save more shelter dogs' lives. The campaign utilized tv spots and online videos that resembled authentic pharmaceutical commercials to educate people about the advantages of adopting a "Prescription Dog." The use of both organic and sponsored social media ads played a significant role in disseminating the campaign's message and encouraging more individuals to adopt shelter dogs. |
| Philosophie | Implementation • Timeline • Placement • Scale The creative process for this campaign began with research on the target audience's interests and concerns about heart health. The team then developed a series of organic and sponsored social media posts and videos, highlighting the health benefits of owning a dog and the positive impact it can have on heart health. The team created tv spots and online videos that resembled authentic pharmaceutical commercials to educate people about the advantages of adopting a "Prescription Dog." Additionally, the team worked with doctors' offices to introduce "Prescription Dogs," where patients could scan a code located in a prescription sheet and find a dog that would have immediate health benefits for them. Special events and medical fairs were also organized to increase awareness about the health benefits of dog ownership and inspire more people to adopt. |
| Problem | The main objective of the campaign was to promote the idea that owning a dog may save lives and to encourage people to adopt dogs as a means of improving their heart health. The campaign aimed to decrease the number of deaths caused by heart disease and increase the number of shelter dogs that are adopted by dog lovers. |
| Ergebnis | Reach • Engagement • Impact • Sales • Achievement against business targets Overall, the campaign was a huge success, with 67% of the dogs available for adoption at Dallas Pets Alive being adopted within one month. Additionally, the campaign resulted in an increase of 1.2K additional monthly visitors to DallasPetsAlive.org, and a 72% increase in Instagram visits. These results demonstrate the effectiveness of the campaign in promoting dog adoption and improving heart health. |
| Medientyp | Case Study |
| Länge | |
| Markt | Vereinigte Staaten von Amerika |
| Chief Creative Officer | Abe García |
| Group Creative Director | Valentina Sulbaran |
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