A reason to be filthy
The vast majority of Aussies will use their summer break to escape interstate or overseas, so it’s no surprise that dog boarding is the busiest over this season. But when COVID slashed our dreams of a Bali holiday we knew there was one family member who couldn’t be happier to hang out with their humans. We also knew our comms were needing a refresh. Having spent 18 months telling people to wash less/wipe more, our shampoo sales needed a lift. We needed to give owners every excuse to get their dogs dirty.
Welcoming La Nina
Moments before print, the ABC announced La Nina was officially on her way. Gone were our dreams of poolside cocktails with a cocker spaniel or laps with the labrador, and our messaging needed to change quick sticks. Armed with the knowledge that summer would be wet no matter what climatic event mother nature served, we dived paws first and owned the opportunity; it wasn’t going to be an ordinary summer but it would certainly be a Wet DOG Summer. And it was going to be the best one yet.
Searching for the stick
As #hotgirlsummer morphed into #hotvaxxedsummer we seized our moment with #wetDOGsummer, encouraging everyone to follow their dogs to the nearest beach, pool, lake, river or sprinkler and revel, soaked in the sun. Working alongside our brilliant dog photographer we built a drool worthy campaign that would make every human and hound hit the water.
#wetDOGsummer
Our OOH was supported through a microsite, providing a simple incentive to get humans and hounds outside, with digi ad placements across social.
Agency: N/A - In-house