BRIEFPEDIGREE

AN INTERACTIVE PROJECT

PEDIGREEPedigree is one of the largest dog food companies in the world. In terms of public and consumer perception, it is commonly trusted that Pedigree provides the best in the market. The company itself presents themselves personify the characteristics of a yellow Labrador; friendly, playful and intelligent and it is this sort of approach and branding that allow them to be so approachable to the wide dog-owner market. The yellow Labrador is also a sign of utmost pedigree and quality and this idea translate directly into their products.

reason for brief

I feel that Pedigree needs to extend their arms to their consumers and provide an interaction between the brand and their market. In doing so, they will build on public perception and create a loyal bond between brand and consumer. Although Pedigree is a leader in the dog food market, they need to reiterate their presence to the public and provide and opportunity to extend their market.

background Pedigree currently has a dog-a-like competition which is part of their adopt a dog charity. They recognize that there is a common understanding where dogs look like their owners. With this in mind, they’ve set up a viral campaign where people can take photos or upload a photo of themselves and in doing so, the program scans the face and matches it to the stray dogs available for adoption in their data base.

Keepers and Canines will be able to benefit from this because Pedigree is already known to have this campaign running and thus it takes less time to establish it.

target market

PRIMARY

Gen X.

Young dog owners between the age of 25 and 35 who are active and passionate dog owners. These are people who are likely to pamper their dogs and have the economic ability to do so.

SECONDARY

Baby Boomers

These are people who predominantly buy groceries for their family. They are the ones exposed to the products and packaging. Baby Boomers also want the sense of earning prizes.

TERTIARY

NEW COMERS

Pet owners who might not yet purchase Pedigree, but want to participate in doing something interactive with their pet.

Pedigree would launch a campaign where owners and their pets get the chance to win an exclusive prize by s imply participating in a look-a-like competition.

proposition

This multi-media campaign is aimed at generating a personal connection between dogs, their owners and Pedigree. In turn, Pedigree not only gets the chance to reiterate their presence in the market but they will also get the opportunity to present themselves as a fun, friendly and thoughtful brand to the public.

objectives

The idea is to engage owners and their pets with Pedigree. The competition helps to encourage the a relationship and loyalty with the brand and this is done by getting people to participate with the idea.

stages

ADVERTISING

These will be strategically placed where the target market is present and could be in the form of banners, a web campaign or T.V advertisements. These would give out the information and encourage people to participate in the campaign.

PHOTOBOOTH

Once the campaign is launched, Pedigree will be sending out a team to assemble a temporary studio/ photo-booth where participants get the opportunity to have themselves and their look-a-like pooch photographed. This event will tour around the country within the span of a couple of weeks. It is an opportunity for dog owners and lovers alike to gather in a fun and casual atmosphere.

VOTING

Once the pooches and their owners have been photographed, the images then get uploaded onto the internet where a public voting will be held. This gives Pedigree an opportunity to have a presence in a social media and for the public to engage with the brand in a different setting..

DESIGN

UNDER CONSTRUCTION

BRANDPERSONALITY

BRAND PERSONALITY

Keepers and Canines would be personified as a young person who loves the outdoors, where they would play sports or go rock climbing. They work hard but also find it important to have fun with their friends and are constantly going out to eat and explore around the city. Keepers and Canines is the “fun person” who always has ideas on where to go and what to see.