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Campaign of the Year


Winner
Campaign Title

Driving Dogs
Client

SPCA/MINI
Agency

DraftFCB New Zealand

In the past, Mini had preferred to make a difference to SPCA’s adoption efforts through action rather than heavy publicity. In fact, despite supporting the SPCA since 2010, awareness of Mini’s association was less than one per cent. Mini approached DraftFCB to increase awareness of its association and more importantly to make a real difference to the SPCA. The aim was to to increase the number of adoptions from the shelter. The agency was also tasked with increasing awareness of Mini’s association with SPCA by 10 per cent and double engagement with Mini on Facebook from five per cent to 10 per cent. The agency set out to achieve this by showing how intelligent and trainable the SPCA’s dogs were by having them drive a Mini at a live event, which was crucial to convince people that it was genuine, credible and newsworthy. The agency roped in trusted celebrities to share event-related information on their social media networks. The obvious challenge was to teach a dog to drive with no camera tricks. To make the story credible the agency had to feature it live on news TV. This meant being completely flexible about collecting footage, many times on short notice. To address the first challenge, the agency brought in New Zealand’s top animal trainer and selected three SPCA dogs to undergo an eight-week training course in driving. New Zealand’s prime-time news TV show Campbell Live agreed to reveal the idea and broadcast the live event. Following the broadcast, over 200 million people worldwide saw the dogs driving. It reached 100 million people on Twitter and trended globally and earned NZ$15 million in exposure. More importantly, there was a 590 per cent increase in interest in adopting shelter dogs immediately after the live drive event and every SPCA Auckland dog was adopted.