Have you ever felt like you see the same advertising campaign so often, it feels like it’s following you around? Well, the Battersea Dogs & Cats Home (a UK charity established in 1860 to give dogs and cats a second chance), in partnership with Ogilvy & Mather UK, have launched a new case study on a campaign they ran recently that takes this feeling to a whole new level.
The #LookingForYou Campaign
Taking a simple idea – that homeless animals often follow people around – and pairing it with the latest in modern technology, Ogilvy & Mather UK have led the Battersea Dogs & Cats Home into the minds of the people, and into the future. The #LookingForYou Campaign makes use of Radio Frequency Identification (RFID) tags hidden inside brochures given out to pedestrians as the enter Westfield Stratford City in East London. As they make their way around the centre, the RFID tags activate billboards showing Barley (a former Battersea dog) literally following them around as though looking for a new owner.
Why It’s Awesome
A Simple Idea – The #LookingForYou Campaign is based on a simple idea that everyone is aware of: that homeless dogs often follow people home. Those dogs are looking for someone to care for them and to love them. This campaign literally brings this idea to life, with Barley the dog following brochure holders, and constantly reminding them that at the Battersea Dogs & Cats Home, there’s a four-legged family member waiting for them.
A Modern Execution – There’s nothing cooler than being involved in a campaign that showcases the latest in modern technology. For those a part of the #LookingForYou Campaign, the way technology is used makes the campaign an incredibly memorable experience. Once participants figure out that they are the individual catalyst setting off the billboards around the campaign, the brand is almost assured a strong emotional reaction.
A Cohesive Experience – This campaign is a technological one, but it still brings everything in a neat circle by drawing the attention of participants back to the brochure. Almost humbly it reminds those involved that now that the message about homeless animals has been broadcast on a billboard, it is as simple as them reading a brochure to make a difference in the life of those animals.
A Resounding Success
The Battersea Dogs & Cats Home is hardly an ‘underdog’ when it comes to success in getting dogs and cats off the streets and into ‘forever homes’. In 2014 alone they rehomed some 3000 dogs, which is roughly 8 on every day of the year. But, that doesn’t mean they should sit back and relax, waiting for more adopters to walk through the doors. Instead they’re taking a decidedly forward step, encouraging people to get involved with the charity, which is already something of a household name.
In this regard, the #LookingForYou Campaign will undoubtedly achieve everything the charity is looking for, and more. Beyond the stunt itself, the video has a catchy music track and a simple story that, paired with this engaging campaign idea, makes it prime for viral sharing.