Creative agency Tuesday has revealed ‘the most likeable and lickable’ campaign called ‘Only a Doggie Nose’ catered specifically to dogs in the UAE.
Given the mandate to promote Grandiose store’s dog food offering and lead dog ‘pawrents’ to the brand’s mobile app, the creative agency did not target dog owners, but instead targeted the dogs themselves.
The agency created out of home (OOH) posters, slathered them with aromas of the most-loved doggie delights, and then placed the posters across The Greens Community Park in DIP, the Festival Plaza dog park, and the Town Square park – all popular hangouts for the furry four-legged friends.
“Because we wanted the posters to feel like a natural part of the doggie outdoors, we created individual posters for each and every spot of the parks. No two posters looked alike. And then, we gave the posters a coat of long-lasting aromas of the most-loved doggie treats – rabbit, quail, lamb. You name it, we had it,” explained Alok Gadkar, CEO & CCO of Tuesday told Campaign Middle East.
When dog owners took their dogs for a walk around these communities, the dogs were naturally drawn to these posters with the aromas of dog food, piquing the curiosity of dog owners.
On closer inspection of the posters that had their dogs in such a frenzy, the dog owners noticed a QR code offering Grandiose market’s International Dog Day discounts on dog food, leading consumers to the Grandiose app to avail the discount.
“Unsurprisingly, the audience lapped up the offer. The campaign went viral with dog lovers around the city. As we speak, it’s being shared on a few dog lovers WhatsApp groups. It’s gotten influencer eyeballs. The store offer enquires bumped up significantly,” Gadkar said.
The video of the OOH posters was also shared across an extended social media campaign on Instagram, Facebook, YouTube, and Linkedin.
The objective from Grandiose was four-fold:
- Surprise dogs on International Dog Day,
- Promote the dog food offering at the Grandiose store,
- Get dog parents/owners onto the mobile app,
- Do something that had never been done before.
“We are happy to report that we managed to hit all goals. We won an appreciative audience across the whole the Grandiose group, which is always a win for us,” Gadkar concluded.
CREDITS FOR DOGS – CENTRIC CAMPAIGN
Client: Grandiose Supermarket
Marketing Director: Pranav Shankar
Agency: Tuesday
Chief Creative Officer: Alok Gadkar
Senior Creative Director: Shamrock Nevis
Senior Designer: Salvador Porteria
Production Manager: Caesar Al Abdullah
Senior Account Manager: Arunima Vijayanand
