According to a brand new marketing campaign, the entire world desires a canine. But what persons are trying to find tells a distinct story, with search knowledge indicating that persons are extra often in search of impossibly low-maintenance dogs.
Global pet meals model, WHISKAS, believes the reply could also be a ‘Meowzer’ – a brand new breed of canine they’ve created, that’s suspiciously much like a cat.
“The amount of searches for ‘lazy dog breeds that can be left alone’ has doubled in the past year, and is predicted to increase another 50% by the end of this year,” says WHISKAS New Zealand’s, Bianca Malcolm.
“People are looking for dogs that don’t bark, don’t need to be walked, don’t need to be trained, and are happy for long stretches at home – in other words, they’re looking for a cat.”
“We realised the perfect dog already exists. All it needed was a name change,” says Colenso BBDO Group Creative Director, Kimberley Ragan. “Meet the Meowzer. It’s the perfect dog, for people who can’t really cope with a dog.”
The Meowzer is one other means the WHISKAS model is working in direction of its world purpose of ending pet homelessness. It prevents dogs being returned to shelters on account of incompatibility and permits potential pet mother and father to seek out their good adoptable cat as an alternative.
Says Kimberley: “Wherever people are searching for their ideal low-maintenance dog, we’re making sure they meet a Meowzer instead. By intercepting common search terms, the Meowzer is presented as the answer to every ‘impossible’ dog search.”
Based on their digital footprint, customers are served quick content material movies created with manufacturing companion, BUCK, which reveal the Meowzer to be the right reply to their search.
Meanwhile on social, The Meowzer was launched to the world by influencer Elias Weiss Friedman, Founder of The Dogist and New York Times Bestselling Author, whereas well-liked audio creator Puppysongs created a Meowzer track to kick off #Meowzer on TikTok.
As the marketing campaign rolls out they are going to be joined by extra canine and cat influencers, each with the united purpose of serving to adopters discover the proper pet, with all on-line exercise supported by outside posters and digital OOH.
All touchpoints lead adopters to the Meowzer web site, which makes use of a wise matching algorithm to precisely match potential adopters to the proper Meowzers for them.
Credits
Client: Mars WHISKAS
Agency: Colenso BBDO
Production companions: BUCK and Franklin Rd
Media companion: Essence Mediacom
PR: Porter Novelli New Zealand
