My Dog, My...

 

Project

My Dog was seen as a product for small dogs only. There was real need to shift this perception, to be accessible to all types of Australian dogs.

A website was created as part of the integrated campaign: My Dog My. Australian dog owners were invited to upload photos of their pet to the My Dog website, and explain what their dog really meant to them. These images were then used in hundreds of localised billboards around Australia.

The out of home campaign was supported by Print, Digital, and in-store advertising across many different formats.

 

Responsibilities

Designer for all formats: Print, Digital, in-store.

One of my most technical tasks was to sort through all 50,000+ user-uploaded images & entries, and curate them by location. I then put together over 400 unique billboards, all localised so that each billboard would show only dogs from the surrounding area.

Afterwards, I took a brief holiday from excel spreadsheets.

 

Formats

Out of Home Billboards – Print & Digital
Magazine & Newspaper advertisements
Catalogue advertisements
In-store & Point of sale
Digital web banners
Social image posts
Video editing

 

Results

Reached 73% of Australia dog owners,
75 million+ digital impressions,
230,000+ unique page views,
50,000+ entries,
22,000+ social shares,
Sales of MyDog increased by 12%.

Awards

AC&E Awards 2014
Out-of-home – Highly Commended

Locus Awards 2014
Finalist, Digital OOH Campaign of the Year