Dive Brief:
- Rover launched a brand-new campaign that intends to put the minds of nervous animal owners at ease, per information shown Marketing Dive.
- Developed with indie imaginative firm Little Hands of Stone (LHoS), “To My Hooman” centers around a series of lively animated advertisements that are distinguished the point of view of animals. In sung narrative, the furry pals try to ease the issues of owners who go on journeys and stress whether their animals are well looked after.
- The effort includes 11 videos in overall varying from a 90-second anthem area to short-form, 6-second videos. Rover wishes to highlight the psychological bonds that feature pet ownership and ensure consumers that their animals will be well looked after under its platform.
Dive Insight:
Rover, an app that offers services like animal sitting and dog walking, is moving the heartstrings with “To My Hooman.” The campaign drops as individuals resume work and leisure travel in higher numbers, a pattern that has actually possibly enhanced need for animal sitting versus previously in the pandemic. The pandemic likewise resulted in a surge of pet adoptions as homebound customers sought to keep themselves inhabited, significance Rover might reach brand-new customers with the message.
“To My Hooman” leans on cuteness to resolve the genuine stress and anxiety animal owners feel when leaving their cherished buddies in the care of others. Survey information shared by firm partner LHoS revealed 68% of animal owners think their animal has a unique requirement, with Rover placing its item as providing a more personal touch. Production company Giant Ant offered a help on the campaign.
A collection of almost a lots advertisements are carried out in a questionable, storybook art design with simple narrative matching the appearance. Sung voiceover from a kids’s choir is indicated to imitate a family pet’s internal monologue (human is switched for “hooman,” a common bit of internet speak associated with dogs).
In the anthem area, a canine called Rooster assesses his owner going on trip and sends his conception of caring presents to her from afar, like slobbering on her face and leaving shed fur in her mixed drink. At the exact same time, the feel-good industrial highlights the ease of reserving through Rover and interacting with a caretaker from another location.
Rover, which went public in 2021, has actually been the subject of some controversies, consisting of animals that have gone missing or died while under its caretakers’ oversight. The on-demand platform guarantees an extensive screening procedure for caretakers however still most likely wishes to fortify a credibility for trust with “To My Hooman.”
