Pedigree and Google launch app aimed at helping people find their lost dogs

Found - Campaign Creative 2The era of the lost dog poster may be over, with dog food brand Pedigree launching a new smartphone app designed to help people find their lost dogs.

The new app, called Found, has been created by New Zealand creative agency Colenso BBDO in conjunction with Google and allows dog owners to pre-register their pet.

If the dog is lost, the owner can use the app to send out a real time, geo-targeted message to people in the vicinity.

Leonid Sudakov, CMO, Mars Petcare said “Found goes to the heart of what we as a company want to do – help make the world a better place for dogs and dog owners alike.

“The fear of what to do when your dog goes missing is a universal one, and being able to harness the power of digital & mobile to help consumers in their time of need is what makes our job so rewarding.”Found - Alert Banner Example

When a dog owner hits the “Lost” button on the Found app, a pre-registered ‘lost dog’ advertisement featuring their dog is created and instantly served across the Google Display Network within a 2.5km radius of the owner.

The app also sends a push notification to other dog owners have who signed up.

Colenso and Pedigree says that by instantly sharing a dog’s information to people who are online in the immediate area, and thus the most likely to be able to help, the project seeks to reunite more lost dogs with their owners.

“Whenever you get to work on a campaign of this nature it is always an exciting challenge,” said Nick Garrett, CEO, Colenso BBDO. “Mars are a company constantly looking to innovate and thus Google are the perfect partner for them to work with and as a dog lover and owner in the past, I immediately fell in love with the concept and the benefit the technology provides.”


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