OgilvyOne's DogPay for Bakers Lets Your Puppy Do the Shopping

When it comes to shopping, owners and dogs don’t often have the chance to do it together. But OgilvyOne and Purina’s Bakers brand have teamed up to put reality on hold for one day and make it possible for dogs to go shopping.

Introducing DogPay –  a playful concept giving owners the opportunity to roam the shopping aisle with their best friend.

After discovering the ID chips in dogs, required by UK law, possessed the same technology as contactless payments, the team saw an opportunity to transform an everyday activity into a treat for owners and dogs and bring them even closer together.

For one special day, the team set up a prototype DogPay system in an Essex pet store for owners to test the technology and let their dogs make the most of their new pocket money.

A Bluetooth-enabled RFID scanner allowed connection to a payment system for processing of purchases. The physical technology was accompanied by a cloud-based system, linking each dog’s unique ID to a pre-paid account which could be managed online by owners.

A short film captures dogs roaming the aisles for collars, toys and treats before a simple scan from the cashier takes payment. The prototype worked perfectly on the day but it was just for fun so don’t try getting your dog to pay for your next big shop. At least not yet…

Charlie Wilson, Chief Creative Officer, OgilvyOne Worldwide, said: “I love this mad but brilliant idea. We're always looking for new and innovative ways of bringing customers and brands closer together. Not to mention ways of selling more rubber chickens and bouncy balls!”

Joanna Newberry, Bakers Senior Brand Manager, Nestlé Purina, commented: “We believe that pets and people are better together and are always looking for new ways to enhance the special bond between pets and owners. The Bakers brand has always been  playful in nature and this concept really captures that essence and brings it to life.