Val Morgan Outdoor launches extensive DOOH campaign for My Dog

Val Morgan Outdoor has developed an extensive digital out-of-home campaign for Mars Petcare brand My Dog. The campaign has a social media push and sees shopping centres featuring a different local dog each week.

The announcement:

As part of the My Dog, My… consumer promotion, Mars Petcare brand My Dog has launched an extensive digital out of home campaign with Val Morgan Outdoor involving 400 unique content pieces running across 100 shopping centres nationally.

Using creative tailored to each individual shopping centre, the highly localized digital out of home campaign is one of the largest of its kind ever undertaken, showcasing the flexibility and targeting capabilities of Val Morgan Outdoor’s digital out of home network.

The content has been captured through the My Dog, My… consumer promotion. Consumers have been asked to share through social media and the My Dog website the special relationship that they have with their dog. The four week campaign with Val Morgan Outdoor features a different local dog each week in each shopping centre, creating a personalised message, connecting with dog owners whilst they are shopping.

Anthony Deeble, Managing Director of Val Morgan Outdoor said, “We’re thrilled to be able to realize the vision behind the My Dog campaign. With unique creative playing in individual locations it is a great example of how brands are now starting to think about the exciting opportunities and possibilities digital out of home provides. With 400 unique content pieces across 100 different locations, this is by far the most tailored digital out of home campaign ever executed in Australia.”

The campaign was planned and bought by Starcom MediaVest Melbourne.

Mila Sedivy, Account Director at Starcom MediaVest said “The essence of the My Dog, My… campaign is about celebrating the relationships that each Australian has with their dogs in an inspirational way that brings a sense of community and togetherness, but highlights that every bond is unique. What better way to celebrate the My Dog campaign than through a dynamic OOH format in a hyper local and personalised way – the flexibility of Val Morgan Outdoor in being able to bring our vision to life has shown they have the perfect platform to be able to execute this kind of campaign”.

Source: Val Morgan media release


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