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The Child Replacement Programme

EMPTY NEST SYNDROME IS THE LONELINESS PARENTS FEEL WHEN THEIR CHILDREN LEAVE HOME. BUT WHILE THESE PARENTS SIT IN A QUIET HOUSE LAMENTING HOW QUICKLY THEIR KIDS GREW UP, A DOG SITS IN A SHELTER LONGING FOR A HOME. A HOME IT CAN FILL WITH LOVE AND COMPANIONSHIP. OUR IDEA WAS TO CONNECT THESE ABANDONED DOGS WITH LONELY PARENTS. THE PEDIGREE CHILD REPLACEMENT PROGRAMME TARGETED ‘EMPTY NESTERS’ WITH A COMICALLY BLUNT CAMPAIGN ENCOURAGING THEM TO ADOPT A DOG AND ‘MOVE ON’ WHEN THEIR KIDS MOVED OUT. ALL WORK DIRECTED PARENTS TO OUR WEBSITE (REPLACETHEM.CO.NZ) WHERE THEY COULD MATCH THE CHARACTERISTICS OF THEIR CHILD WITH THE CHARACTERISTICS OF AN ABANDONED DOG– ENSURING THE PERFECT REPLACEMENT WAS FOUND. THE BRIEF : PEDIGREE’S GLOBAL MISSION IS TO MAKE THE WORLD A BETTER PLACE FOR DOGS. PEDIGREE ASKED US TO FIND LOVING HOMES FOR THE GROWING NUMBER OF ABANDONED DOGS THROUGHOUT THE COUNTRY. OF THE 3338 DOGS THAT WENT INTO AUCKLAND CITY SHELTERS LAST YEAR, ONLY 671 WERE ADOPTED. OUR OBJECTIVE WAS TO RAISE AWARENESS OF THE PLIGHT OF SHELTER DOGS AND, AT THE SAME TIME, ENCOURAGE NEW ZEALANDERS TO ADOPT A DOG. IT TURNED OUT, THERE WAS A GROWING AUDIENCE WITH LOW RATES OF PET OWNERSHIP - PARENTS SUFFERING FROM EMPTY NEST SYNDROME. THE STRATEGY : THE PEDIGREE CHILD REPLACEMENT PROGRAMME TARGETED THESE ‘EMPTY NESTERS’ WITH AN UNRESTRAINED, COMICALLY BLUNT CAMPAIGN ENCOURAGING THEM TO ADOPT A DOG AND ‘MOVE ON’ WHEN THEIR KIDS MOVED OUT. ALL WORK DIRECTED PARENTS TO OUR WEBSITE (REPLACETHEM.CO.NZ) WHERE THEY COULD MATCH THE CHARACTERISTICS OF THEIR CHILD WITH THE CHARACTERISTICS OF AN ABANDONED DOG– ENSURING THE PERFECT REPLACEMENT WAS FOUND. OUR APPROACH TO INCREASE ADOPTIONS WAS TO BUILD UNAVOIDABLE INTRIGUE AROUND THE CAMPAIGN. THIS STARTED WITH THE NAME. ‘THE PEDIGREE CHILD REPLACEMENT PROGRAMME’ WAS RECEIVED WITH DISBELIEF BY MEDIA OUTLETS, WITH ITS STRAIGHT-TALKING HONESTY HELPING TO SPREAD THE CAMPAIGN THROUGH PR AND PAID CHANNELS. OUR PROMOTION TO HELP PARENTS CONVERT THEIR CHILDREN’S STUFF INTO NEW STUFF FOR DOGS BUILT EVEN FURTHER ON THAT INTRIGUE, WITH HUNDREDS OF PARENTS TAGGING THEIR CHILDREN IN FACEBOOK POSTS PROMOTING THE SERVICE.

Creative Agency

Creative Agency: Colenso BBDO

Category: Home, Pet food

Genre: Strategy/Insight