Delivering a world first in outdoor advertising, #Lookingforyou campaign has been developed and created by OgilvyOne UK - the UK’s leading customer engagement agency, in collaboration with Exterion Media. The objective of the campaign is to highlight Battersea Dogs & Cats Home’s continued mission to rehome its dogs, using innovative and disruptive technology to engage emotionally with passing shoppers.
People visiting Westfield Stratford City in East London are handed specially designed leaflets containing an RFID tag. As they walk past the outdoor billboards around the shopping centre, the leaflet activates Barley - a former Battersea dog, on the screen and engages with them.
Battersea Dogs & Cats Home anticipates the emotional engagement people experience with Barley generates heightened awareness of rehoming its dogs.
Barley was brought to life by Framestore, the BAFTA and Oscar winning creative studio behind award winning movies such as, Gravity and Paddington. A #LookingForYou video highlighting the campaign has been produced by Surrey based production agency Creation Company Films Limited. RFIDiom and Exterion Media collaborated with OgilvyOne UK to provide the technical solution, resulting in an immersive and captivating experience.
Emma de La Fosse and Charlie Wilson, joint Chief Creative Officers, OgilvyOne UK said: “We all know that homeless dogs follow you around. So we are using technology to create a truly engaging experience at Westfield to help Battersea rehome even more dogs in 2015.”
Carly Whyborn, Head of Operations at Battersea Dogs & Cats Home, says: "We're very excited about the #LookingForYou campaign - as a nation of dog lovers we're hoping it strikes a chord with people. Battersea rehomes animals all over the UK and beyond and this could help encourage people to choose to rescue a dog. We're using innovative technology in a way that has never been seen before, and we hope more of our abandoned animals find loving homes because of it."
Tim Cartwright, Head of Digital at Exterion Media says: ‘We’re thrilled to work with OgilvyOne UK and Battersea Dogs & Cats Home on this extremely worthwhile campaign. The project demonstrates the creative and innovative opportunities available in DOOH today and the capacity of the medium to emotionally engage with the public. Engaging audiences is at the heart of our business and #LookingForYou delivers an extremely entertaining and immersive experience.”
Other companies who have contributed to this ground-breaking project include: Cisper Electronics, Creation Company Films Limited, Framestore, Intellifi, Kevin Mallett Photography, Mount Pleasant Studios Limited, REAL Digital International Limited, RFIDiom and Westfield Stratford City.
On average, Battersea has around 300 dogs in its care at any one time and they rehome dogs and cats all over the UK and the likes of France, Denmark and Switzerland. Last year the world-famous charity rehomed nearly 3,000 dogs, which equates to eight dogs for every day of the year.
Established in 1860, the charity champions the nation’s vulnerable dogs and cats, and is determined to help them get a much needed second chance in life.
For more information, please visit – http://www.lookingforyou.org.uk/
Campaign Hashtag - #LookingForYou