Meio&Mensagem
Publicidade

Wave Festival

Adiado para 2022

Media / Ouro

Título: Rescue Dogz
Categoria: C01. Data
Agência: J. Walter Thompson
Anunciante: BRF

Sinopse: Güd is an online dog food brand in Brazil which has always based communication on humor, memes and funny stuff. In 2019, they asked us to come up with a campaign to talk about pet adoption – a territory that had been forgotten by them – once all their competitors always had more strength to talk about the issue.
Our goal was clear: raise awareness for the brand and help Brazil’s biggest rescue center hold as many dog adoptions as possible.
People go online to buy everything nowadays. And when it comes to purebred dogs, it’s just the same. That’s when one thing called our attention: spelling some dog breed names is hard as hell. Dachshund becomes Dashound, Rottweiler becomes Rotwailler, Schnauzer becomes Schnowzer and so forth. So, we thought: what if we could name rescue dogs with these misspelled searches and surprise potential dog buyers with a search engine hack? That’s what Rescue Dogz is all about. A campaign that turned misspelled dog breed names on Google into rescue dogs’ names.

Sinopse em inglês: Güd is an online dog food brand in Brazil which has always based communication on humor, memes and funny stuff. In 2019, they asked us to come up with a campaign to talk about pet adoption – a territory that had been forgotten by them – once all their competitors always had more strength to talk about the issue.
Our goal was clear: raise awareness for the brand and help Brazil’s biggest rescue center hold as many dog adoptions as possible.
People go online to buy everything nowadays. And when it comes to purebred dogs, it’s just the same. That’s when one thing called our attention: spelling some dog breed names is hard as hell. Dachshund becomes Dashound, Rottweiler becomes Rotwailler, Schnauzer becomes Schnowzer and so forth. So, we thought: what if we could name rescue dogs with these misspelled searches and surprise potential dog buyers with a search engine hack? That’s what Rescue Dogz is all about. A campaign that turned misspelled dog breed names on Google into rescue dogs’ names.

URL: https://www.rescuedogz.us/

Informações adicionais: In order to find and grab the attention of potential dog buyers, first, we analyzed the most common spelling errors on Google when it comes to purebred dogs. Then, we bought these words and named dogs from a partner rescue center with them.
Every time someone went online and misspelled a dog breed name on Google, they were impacted by a Google Ad, as if someone was giving the specific dog they’ve searched for away for free. Instantly hooked into the campaign by the word “Free”, people clicked on our ads, but, instead of being led to the purebred dog owner, they’re led straight to the mutt’s page on our website.
To increase the chances of adoption, we’ve also created stories for each dog as if they were telling their own life stories to their potential adopters.
To make this idea come to life, we had to follow a short timeline. First, we analyzed the most common spelling errors on Google (when it comes to purebred dogs) and named 42 mutt dogs with them.
Then, we visited the rescue center to take pictures of each mutt dog and put them on our website (www.rescuedogz.us), to where people would be led after being hacked by our campaign.

Besides helping raise the number of dogs adopted by our partner rescue center in 740% throughout a one-month campaign, Rescue Dogz has also helped put Güd in the spotlight. That means a 40% growth in the number of followers on their social media, more than 85,000 visits on our website, over 15 million media impressions and almost 2 million in earned media.

Informações adicionais em inglês: In order to find and grab the attention of potential dog buyers, first, we analyzed the most common spelling errors on Google when it comes to purebred dogs. Then, we bought these words and named dogs from a partner rescue center with them.
Every time someone went online and misspelled a dog breed name on Google, they were impacted by a Google Ad, as if someone was giving the specific dog they’ve searched for away for free. Instantly hooked into the campaign by the word “Free”, people clicked on our ads, but, instead of being led to the purebred dog owner, they’re led straight to the mutt’s page on our website.
To increase the chances of adoption, we’ve also created stories for each dog as if they were telling their own life stories to their potential adopters.
To make this idea come to life, we had to follow a short timeline. First, we analyzed the most common spelling errors on Google (when it comes to purebred dogs) and named 42 mutt dogs with them.
Then, we visited the rescue center to take pictures of each mutt dog and put them on our website (www.rescuedogz.us), to where people would be led after being hacked by our campaign.

Besides helping raise the number of dogs adopted by our partner rescue center in 740% throughout a one-month campaign, Rescue Dogz has also helped put Güd in the spotlight. That means a 40% growth in the number of followers on their social media, more than 85,000 visits on our website, over 15 million media impressions and almost 2 million in earned media.

ECD: Cassion Moron, Rodrigo Da Matta

Redator: Rafael Miessi

Diretor de arte: Micael Moran

Ilustrador: Dandara Hahn

Designer gráfico: Alexander Marks

Patrocínio

Realização