BRINGING DOGS TO THE PEOPLE - PEDIGREE ADOPTION DRIVE


This became Australia’s most successful rehoming campaign to date gaining over 26 million media impressions. Dog-A-Like became the No. 1 App in the Australian iTunes store and we received 5.8 million Facebook users during the campaign. Plus, due to an unprecedented following, the online ‘Underdogs’ documentary was also aired on national television with plans for a second series in 2013. But the best part is, we exceeded our campaign target by achieving a 36% increase in the number of dogs rehomed. That's over 2,200 dogs every single month that found a new home and a new start in life.


CASE STUDY VIDEO


DOG-A-LIKE APP

It's amazing how many dogs look like their owners. Based on this insight we created a phone and Facebook app that not only finds your perfect Dog-A-Like match from the live PetRescue database, it let's you adopt them when they would otherwise be put down.




THE TECH BEHIND THE APP

Every week over 500 new dogs are added to the live PetRescue database from the 716 shelters across Australia. The unique canine analysis engine automatically scans the facial features of each dog and stores them in a profile library. We then capture the details of each dog's face in over 16 dimensions and compare them to human faces to achieve a match rate of no less than 93% every single time.




UNDERDOG DAY

To give these guys a better chance of adoption, we transformed Bondi Beach into the largest Pedigree Awareness Drive in Australia's history. 1.5km of yellow branded dog leads were tied to Bondi's foreshore - each with a profile of a dog waiting to be adopted. Over 60% of all dogs on the day found a home.

CASE STUDY VIDEO




BRAND COMMERCIAL


UNDERDOG DOCUMENTARY - 8-PART SERIES

EPISODE 1 - FINDING GILBERT

EPISODE 2 - MEET THE FOSTER PARENTS

EPISODE 3 - THE RESCUE EFFECT

EPISODE 4 - LOVING FAMILIES

EPISODE 5 - THE PERFECT MATCH

EPISODE 6 - NO SUCH THING AS A BAD DOG

EPISODE 7 - A NEW START IN LIFE

EPISODE 8 - UNDERDOG DAY