Charities, Public Health, Safety & Awareness Messages
Entrant Company
MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
Advertising Agency
MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
The Brief
Create awareness about the increasing number of abandoned pets in Dubai (over 3000 every year). This is not a visible problem that we see every day, so the objective of the campaign was to raise awareness to the problem with a very limited budget.
Creative Execution
There is a current problem that people see every day - abandoned cars (over 3000 litter our streets). Surprisingly the number of pets abandoned every year is the same as abandoned cars. So we used the visible problem of abandoned cars to bring awareness to our ‘invisible’ abandoned pets problem.
We located abandoned cars across key locations in Dubai and fixed them with motion sensor speakers. These produced loud sounds of household pets crying when people walked within a 3-meter radius of the vehicle. We also installed hidden cameras around the selected vehicles to capture the reactions of people experiencing this activation.
Describe the success of the promotion with both client and consumer including some quantifiable results
In just one week, the online film got more than 500,000 views and over 6,000 shares on Facebook, driving 50,000 new visitors to the 38smiles website and Facebook page.
85% of passersby reacted and got our message.
Newspapers, magazines and other non-profit organizations in the region shared and commented on our film.
The campaign was also discussed on several radio stations across UAE and the 38 Smiles received more PR than ever before.
But most importantly we gave the abandoned pets a second chance.
Explain why the method of promotion was most relevant to the product or service
This activation campaign was designed to get people’s attention and create immediate response on our target, raise awareness and make them take action about the abandoned pets problem. We engaged people by creating a disruptive moment in key locations in Dubai to hit them with our message, and with hidden cameras we created a film to spread the campaign's message online.