PEDIGREE / WHISKAS - CAT OR DOG
Challenge
The World Animal Day is a great opportunity for MARS to show how much it appreciates pets and the important value they bring into our lives. Solid Havas designed a special digital campaign aiming at activating users and at the same time promoting the unique personality traits of dogs and cats.
With this activation our goals were to :
- Give users the opportunity to help pets without home, get free meals with only a few clicks. Specifically users participated in a Quiz where each participation was transformed to a free-meal for pets live counter.
- Remind users about pets’ special traits and show that they have common characteristics with us (human personality).
Solution
We designed a microsite and teased users to participate in a personality test - photo quiz. At the end of the quiz, we calculated the answers and came up with specific conclusions about the user’s personality.
User participations counted as a free-meal from Mars and all users participated in a contest in which 10 of them won MARS products for their pets.
Outcome
With this photo-quiz game, users had the chance to see how much their personality matches with the one of a dog or a cat and possibly consider adopting a pet from a shelter. For this reason, apart from the quiz result, we also displayed indicative pets without home from a shelter and drove the user to the shelter's website for more information & contact details.
- Campaign duration: 2 months
- Enhanced Brand Awareness
- Photo Quiz participations: 10.000+
4.250 users also participated in the draw for winning Pedigree® & Whiskas® products
