MY DOG barks back at pub crackdown with new campaign
EssenceMediacom and The&Partnership has teamed up with MY DOG to launch a new campaign in just three days, after a local council announced new restrictions on dogs in pubs.
The City of Yarra recently implemented the crackdown, which, not surprisingly, caused a huge outcry from local pet lovers.
In response to the City of Yarra announcement, a clever campaign was put together in just 72 hours and splashed across social, with DOOH following within six days.
“EssenceMediacom and The&Partnership came to us together with a four-legged idea on how to support dog friendly pubs with our brand MY DOG,” Bianca Werkmeister, marketing manager, at MY DOG explains.
“For us, being able to enjoy a trip to the local with your best friend, should be a human’s (and dog’s) right. We see dogs and pubs being better together and the City of Yarra situation gave us a platform to show our support to them.”
Michelle O’Brien, EssenceMediacom’s client managing partner, called the campaign “addressability at its finest”.
“Together with The&Partnership, we saw the opportunity to target this cohort of pet parents, within the City of Yarra, with timely, relevant messaging, and via a combination of social and DOOH,” she said.
“Through GroupM Nexus, our programmatic DOOH partner, we were able to place messages directly outside dog friendly pubs within days, reaching hundreds and thousands of people within the City of Yarra region.”
Britt Lippett, The&Partnership APAC’s general manager adds: “This is a best-in-class example of the power of having creative and media working together hand in glove. We saw an opportunity to do some responsive, relevant work and made it happen with our EssenceMediacom and Mars Petcare Australia partners.
“It shows what can be achieved in a very short amount of time – 72 hours to be exact – when you’re all striving for the same outcome.”
The campaign ends tomorrow, so check it out before then.
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Matthew is the editorial assistant at Mumbrella. He previously worked for a marketing agency that focused on managed service providers and IT.
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