The most effective tool an animal shelter has when it comes to getting pets adopted is the actual animals themselves. Battersea Dogs & Cat Home created a brilliant digital ad campaign that had dogs following potential owners from billboard to billboard (Digital Signage) as they walked through Westfield shopping centre in London.
The objective of the campaign was to highlight Battersea Dogs & Cats Home’s continued mission to rehome its dogs, using innovative technology to engage emotionally with passing shoppers.The interactive advertisement was able to track the location of individual people as they moved thanks to a RFID chip-enhanced flyer and sensors setup throughout the mall. Depending on where they were or what direction they were walking, specific clips were played on various digital displays to create the illusion the dog was trying to follow them home.
Theterm#LookingForYou was usedhelping raise awareness across different social media platforms. Thecampaign was created by ad agency OgilvyOne, the brains behind the #LookUpcampaign designedforBritish Airways which had kidspointing up and following actual planes as they flew over London.
