Battersea Dogs & Cats Home: Looking For You
Battersea Dogs & Cats Home approached OgilvyOne Worldwide. They needed to significantly increase dog adoptions by engaging a broad public audience, specifically shoppers, in a new and emotionally resonant way. The challenge was to create a unique, interactive experience that would highlight individual dogs needing homes, fostering a personal connection and driving real-time adoption interest beyond traditional shelter visits.
Creative Idea
Battersea's digital billboard recognized shoppers, matching them with specific shelter dogs.
Battersea Dogs & Cats Home created a unique digital billboard that recognized passing shoppers and matched them with specific dogs from their shelter looking for a home. The interactive technology aimed to create an emotional connection by showing potential adopters their "perfect dog match" in real-time, increasing the chances of dog adoption.
Creative Strategy Deconstructed
Company
Battersea possesses a deep roster of real, adoptable dogs and a trusted legacy of animal welfare that allows for authentic, individual storytelling rather than generic charity messaging.
Category
The charity sector typically relies on static, heart-tugging posters or guilt-based donation requests that shoppers easily ignore while focused on their immediate retail goals and distractions.
Customer
Potential pet owners often feel a spark of connection when seeing an animal, but the friction of visiting a shelter prevents action; they crave a serendipitous sign of a perfect match.
Culture
Growing consumer comfort with proximity-based technology and personalized digital experiences allowed for a non-intrusive yet emotionally resonant 'stalking' mechanic that felt magical rather than invasive.
Company
Battersea possesses a deep roster of real, adoptable dogs and a trusted legacy of animal welfare that allows for authentic, individual storytelling rather than generic charity messaging.
Category
The charity sector typically relies on static, heart-tugging posters or guilt-based donation requests that shoppers easily ignore while focused on their immediate retail goals and distractions.
Strategy:
Turn passive shopping into a serendipitous encounter by making adoptable dogs digitally follow potential owners through high-traffic retail spaces.
Customer
Potential pet owners often feel a spark of connection when seeing an animal, but the friction of visiting a shelter prevents action; they crave a serendipitous sign of a perfect match.
Culture
Growing consumer comfort with proximity-based technology and personalized digital experiences allowed for a non-intrusive yet emotionally resonant 'stalking' mechanic that felt magical rather than invasive.
Strategy:
Turn passive shopping into a serendipitous encounter by making adoptable dogs digitally follow potential owners through high-traffic retail spaces.
Strategy Technique
Shift the Context
The campaign moved the adoption experience from the shelter to busy shopping streets. This redefined how potential adopters encountered and connected with dogs needing homes.
Explore Technique
Creative Technique
Technology
The campaign leveraged advanced recognition technology on digital billboards. This tech enabled real-time matching of shoppers with specific shelter dogs, creating a personalized connection.
Explore Technique
