If you have a dog and you live in a city, then you know the monotony of the chore that is taking your beloved pooch for a walk so it can do its business. You both probably have a set route, and it probably has a favorite spot to leave its presents. But if you happen to live in Belgium, Pedigree wants to shake up your dog-walking routine with its latest outdoor digital campaign.
Pedigree, with the help of DDB Brussels, has created seven different dog-walking routes throughout the country. The dog-food brand is using bus shelter posters as route maps for the different two-kilometer routes (roughly 30 minutes walks, which is the recommended minimum amount of daily exercise to keep dogs healthy). The bus shelter posters also encourage people to share a pictures of their dog walks on Pedigree’s Belgium’s Facebook page for a chance to win a Pedigree prize pack.
Pet owners are usually an enthusiastic bunch who love to share photos of their animal friends, making this a fun example of a brand doing something its audience would enjoy and making outdoor advertising useful. IBM’s outdoor ads in France, which doubled as benches and canopies for shade, did something similar last July.
Watch the campaign video below:
‘The worst of both worlds’: Confessions of an agency HR exec on the push and pull of returning to the office
In the latest edition of our Confessions series, in which we exchange anonymity for candor, we hear from an agency HR exec on the current Catch-22 situation many employers find themselves in.
Snapchat’s limitations are finally catching up — and marketers are noticing
If Snapchat really wants to push past the competition to be a leader in the ad space, it still faces an uphill battle to get its ads business back on track.
How a startup supplement brand is ramping up its TikTok strategy
As data privacy regulations muddy Facebook and Instagram targeting capabilities, a supplement startup is turning its attention to building community on TikTok.
Sponsored<strong>How marketers are responding to shoppers’ wants this holiday season</strong>
Matthew Tilley, executive director, marketing, Vericast With the holidays right around the corner, the economy may force some consumers to adjust their plans and stretch their dollars even further. While some shoppers may rein in their spending, others will still go all out despite a cloudy economic outlook. Given the current economic climate, consumers are […]
‘Taps into nostalgia’: Why Elysian Brewing is leveraging NBCUniversal’s Chucky to tout new beer
In celebration of all things Halloween, this beer is a limited release that celebrates the holiday and the horror genre just in time for season two of Chucky to premiere on Oct. 2.
Ex-Deloitte and Merkle execs form a new consultancy targeting middle-market companies
UpperRight has set its sights solidly on middle-market clients, and is guided by co-founders who both have decades of consulting and agency chops between them.