Starcom takes Grand Prix and Gold at the Internationalist Awards

Starcom MediaVest Group Melbourne has been awarded the Grand Prix at the Internationalist Awards for its Mars Pedigree Dog Adoption campaign, and a Gold for its fake sponsorship campaign linking Mars with spoof AFL personality, Strauchanie.  

The Dog Adoption campaign was designed to help persuade dog lovers to adopt 3,000 dogs and increase consumer preference for the Pedigree brand.

The campaign featured integration with Network Ten’s channel ID, thousands of cut-out dogs in Pedigree brand colours placed in central city locations in Sydney and Melbourne, and activity on Twitter and Facebook.

According to the agency, as a result of the campaign shelter dog numbers in Australia are now at their lowest ever level, with 3,365 dogs re-homed in two months. Its research also claims the Pedigree brand now has a more favourable public perception following the campaign.

The awards, held in New York and organised by The Internationalist Magazine, honours innovation in media strategy.

The Strauchanie campaign, which centred around a fake AFL star played by comedian Peter Helliar, also won a Gold Media Lion at Cannes last year. According to Starcom, the campaign improved consumers’ intention to purchase by 18 per cent, and supermarket orders increased by 30 per cent.

Starcom’s Mars work has also been shortlisted for the second annual Festival of Media Awards.


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