Battersea's digital dog | Marketing

Battersea Dogs and Cats Home have today launched a new form of digital outdoor advertising in which a dog on a billboard appears to follow shoppers as they walk past.

The campaign was created by OgilvyOne UK as part of the charity’s "#LookingForYou" social media campaign, the billboards are activated by a tag contained in corresponding leaflets which are handed directly to passersby at the Westfield Stratford shopping centre in East London. The strategy cleverly meets the needs for emotive experiences, creating a memorable experience to gain supporter for the charity rather than just the usual poster on the side of a bus stop.

As people walk past the outdoor billboards, an RFID tag within the leaflet starts a video of Barley, a former Battersea dog, who begins to interact with the viewer. OgilvyOne worked with Exterion Media to develop the project, and the video interpretation of the dog was cultivated by Framestore, a creative studio who won an Oscar for its work on the movie Gravity.

The head of operations at Battersea Dogs and Cats Home, Carly Whyborn, said: "We're very excited about the #Lookingforyou campaign – as a nation of dog lovers we're hoping it strikes a chord with people. Battersea rehouse animals all over the UK and beyond and this could help encourage people to choose to rescue a dog. We're using innovative technology in a way that has never been seen before, and we hope more of our abandoned animals find loving homes because of it."

A #LookingForYou video to support the campaign was produced by Creation Company Film.

Watch the clip:

#LookingForYou from #LookingForYou on Vimeo.

#marketing #campaign #digital