2011 Winners & Shortlists

Results and Effectiveness

* Pet lovers got involved - 19,174 callers in the first 9 episodes; 11% of the pet owning expat population in the UAE. ** 379 questions received via SMS in the first 9 episodes, averaging to 42 messages per hour. *** Furthering category leadership, Pedigree sales increased 5% and Whiskas +17% compared to year ago. **** 2,067 pet owners signed up to the brand database, giving Pedigree & Whiskas the opportunity to help people love their pet better.

Creative Execution

How do we create an interactive pet-friendly community that doesn’t live in public spaces? The answer was simple: radio. Creating the first branded radio content programme in the region during the morning hours, we knew we would reach the primary target – moms as they were doing driving their kids to school or finishing their morning chores, like getting ready to take the family dog for a walk. Partnering with Coast FM, we created "Pets Allowed" radio hour airing every Thursday from 8-9am. Bringing in pet care expert, DJ Chris, a fellow pet owner, listeners were prompted to SMS or call into the show with pet questions and stories – becoming their morning pet community on air.

Insights, Strategy and the Idea

Pets and, in effect, their owners are not welcomed in most public areas in the UAE. This is in direct contrast to western societies where having a pet is a part of growing up. In Islamic societies, dogs are considered ritually unclean or hjis, making their acceptance as part of the family almost impossible. As as an Islamic-based society, the UAE prohibits pets in public spaces, making it difficult for a pet owner to meet and share pet stories, advice and knowledge about how best to care for your pet. The expat communities, not used to the pet restrictions they face in the UAE, were yearning for a pet-friendly space. As the leading pet brand in the UAE, Pedigree & Whiskas understood the importance for pet owners to openly discuss proper pet care in a relaxed environment, and to feel part of a pet-loving community.