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CASE STUDY: WAGG Scented Billboard

Provided by Multiply
WAGG wanted to generate as much PR and Press coverage around their products as possible - Dog food!

What was the Challenge / Background of the Campaign?

WAGG is a dog food brand that wanted to get some buzz about their products whilst differentiating themselves from their competitors. How could MADE develop an innovative and memorable solution that would put WAGG at the forefront of dog owners minds and encourage product trial? How could WAGG generate as much PR and Press coverage around their products whilst communicating with their key audience - Dogs! How could MADE assist WAGG in illustrating that every dog loves the smell of WAGG's food products and furthermore the taste?

What was the Campaign Objective?

How could MADE create a non traditional OOH solution that would complement WAGG's current ATL campaign?

What was the Solution?

MADE's solution was to develop a campaign that put the dog at the centre of things - as after all, they are the ones that would enjoy WAGG's products most! MADE developed the UK's first scented dog food billboard aimed at the everyday dog! The pooch height ad was placed in a series of London locations which were popular amongst dog owners. MADE alongside specially trained WAGG scientists worked endlessly to recreate the aroma that every dog loves- Meat! The formula consisted of 15 key ingredients such as bourgeonal and the exotic tolu extract.

What were the Results?

Due to the innovative nature of this campaign, the scented billboard received numerous national press coverage from various high profile sources. The WAGG Billboard was covered in: The Sun Newspaper, with a circulation of 3,006,565 copies The Sun online (and homepage) with circulation of 20,907,012 York Press online with a circulation of 58,380 Pet Product Marketing online with a circulation of 133,140 BBC Radio 2 A feature on Alan Carr's BBC Radio 2 show "Going out with Alan Carr" where he and Co-host Emma Forbes discussed WAGG's dog scented billboard.

What were the Key Learnings of this Campaign?

Create a nationwide tour due to the huge press generated.

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BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kABC1 Adults with dogs
16 - 24
25 - 34
35 - 44
Main Shopper
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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