We are very happy. Our creative agency Blueglue won bronze in the Internet Effectiveness Awards 2022 for the When I Grow Up campaign for SpokojenyPes.cz, in the Consumer and fast-moving goods category.
The goal of the campaign was to increase awareness of the brand on the Czech market among owners of four-legged pets.
When I grow up... or a friendly campaign with canine heroes
This kind creative the concept arose on the basis of struggles experienced by dog owners, and toyed with the idea of what dogs want to be when they grow up. The campaign is based on the fact that each puppy does a lot of "rogue", which may refer to his dream "occupation". He can be a garbage man, a carpenter, a writer or an astronaut.
The campaign ran on television, on social networks, YouTube, CLV in the subway and in strategic places in the capital. of the city of Prague with a link to the educational landing page azvyrostu.cz describing individual dog breeds according to professions.
Challenging production with puppies and fan involvement
We are preparing for the campaign they also organically engaged customers and fans on social networks. They shared with us their experiences of what their furry friends did at home when they were alone. "The production itself was very unique and challenging, given that you don't simply tell the puppy where to stand and what to do. All materials for spots, print and online were created on the set in a studio with its own set design for individual professions, which were finalized in post-production," says Pavel Paradýs, director of the Blueglue creative agency.
And on top of all that, we had a great voiceover! "During the production of the campaign, I also fulfilled my dream. Why? Because the campaign appeals to, for example, Hermione Granger, Barney Stinson, Shrek and Marsellus Wallace," added Tomáš Haškovec, Marketing Director SpokojenyPes.cz.
Results - increase in brand awareness and orders
Primary the goal of the campaign was to increase brand awareness on the Czech market among owners of four-legged pets. This was done and the results exceeded expectations.
“In addition to increasing brand awareness the campaign brought a lot of positive reactions from existing and new customers, it was also positively reflected in the year-on-year increase in searches for the brand by almost 50 percent. And what made us and the client very happy was the effect on performance when the number of orders increased by almost 20 percent in a period when most e-commerce collapsed," adds Pavel Paradýs.
Thanks for this award goes to the client for their trust and great openness to new ideas, but mainly to our colleagues who devised and implemented the campaign.
Media Contact:
Jitka Gráfová, Marketing Communications Manager,
jitka.grafova@fdb188.com
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