Presenting VIS, The Road Safety Collection.

It's a first-of-it's kind fashion innovation collection, created to raise awareness for the pet road safety issue, whilst also making more Kiwi pets more visible around roads.

Envisioned by International fashion designer Matthew Adams Dolan, who's created clothing collections for the likes or Rihanna, Lady Gaga and Gigi Hadid, this unique fashion capsule consists of 12 high fashion couture pieces, and a ready-to-wear bandana range.

Launched in Winter to follow the fashion retail cycle, and because the days are shorted and roads significantly more dangerous, the first release of VIS was snapped up by Kiwi pet owners in under 48-hours. Making thousands of animals safer, and more fabulous.

As part of Southern Cross Pet Insurance's purpose to help pets live their best lives for longer, not just pay out when they get sick or injured, the comms surrounding VIS also had to demand the attention of the press and the public.

So we through out the insurance guidebook, and launched like a famous fashion line. With catwalks for dogs, an above the line campaign, behind the scenes access and a printed lookbook filled with fashion photography and road safety advice.

The campaign made +3.5 million impressions globally in just 24-hours.

Awareness of Southern Cross Pet Insurance's road safety initiatives grew 26% in the first 3-months.

Engagement was up 200% compared to the previous year's campaign.

50% of heads turned and lead gens were competitor customers, making it Southern Cross Pet Insurance's most succsissful acquisition campaign ever.

VIS - The Road Safety Collection

CREDITS

Local partners

Gold partners