Advertising agency Two Cents Group has launched a digital canine training iPhone app – The Dog Blog on behalf of dog behavioral expert Nicola Anderson.
Brisbane-based marketing and advertising agency the TwoCents Group have launched their first client iPhone application with client, The Dog Blog.
TwoCents developed The Dog Blog after being approached by local dog behavioural expert Nicola Anderson in September 2009, who was looking to write a book at the time.
“It was obvious from early on in our discussions that neither a website, a book or a DVD was going to be sufficient with both the scope of what Nicola wanted to do and the information she had available,” says TwoCents agency head and account director, Simon Dell.
“We created a marketing strategy that centred on a video-based iPhone application, that people could use in the park and in their back gardens to help train their dogs. That’s the platform for the success of the brand not just Australia-wide, but world-wide.”
The Dog Blog is currently self-funded by Nicola, but a number of investors have already begun queuing up as expansion into the iPad, training schools and even TV being mooted. The iPhone application will retail at $4.99 worldwide.
“The Dog Blog is a multi-platform strategy to help families with training and caring for their dogs, with a few to helping parents understand the relationship between the dog and children under ten years of age – an age group where significant numbers of dog attacks occur in Australia every year,” says Nicola. In fact, dog attacks cost Australia millions per year with hundreds of under ten year olds disfigured every year.
The website launched last week will begin with a dialogue between the visitor, Nicola and her two dogs, Pepper and Lochie. “We took a unique approach to the communication with The Dog Blog,” said Simon. “We wanted to create two friendly, fun characters who children could relate to but who were also fun for grown-ups to engage with. And up cropped Pepper and Lochie. They appear everywhere now – they’ve even been Tweeting for us.”
“We joke about this sometimes with the client, but we fully believe that the quality of the branding, strategy, application and so on could put Nicola on a par with Steve Irwin. After all, there are no other globally recognised Australian animal experts at the moment.”
suite 19/6 marshall street, fortitude valley
branding | graphic design | creative
Two Cents operate with a number of creative partners, and the iPhone application itself was developed by Brisbane-based Internetics. The website – www.TheDogBlog.com.au – was developed with TwoCents’ partner digital agency Feedia, while Shout Communications are taking on the local PR effort for The Dog Blog. RLM in New York are acting for The Dog Blog in North America.
Other than RLM, and the Tasmanian-based illustrator Brownbread and Butter Studios, all the partner agencies are based in Brisbane, with the project controlled centrally through TwoCents.