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PEDIGREE Found
Awards
Nexus Silver - Innovation, Nexus Silver - Media and/or Channel Utilisation, Channel Silver - Mobile Marketing, Industry Bronze - FMCG, Channel Bronze - Direct Response (any media)
Entrant
Colenso BBDO/Proximity
Nominee
MARS Pedigree
Entrant Credits
Nick Worthington, Andy Blood, Aaron Turk, Matt Lawson, Scott Kelly, Ben Polkinghorne, Ahmad Salim, Maria Bjorkman, Abbi Barker, Alice Sopwith, Neville Doyle, Paul Gunn, Tim Freeman, Dov Tombs, Geoff Joe, Josh Yee, David Arcus, Robbie Boyd, Anna Flaws
Nominee Credits
Oliver Downs, Maria Granados, Debbie Laing
Additional Credits
Tara McKenty, Ian Nealie, Mat Tizard and Zoe Downing - Google
Entry Rationale
The thought of losing your dog is a fear universal to all dog owners. Yet it’s a problem that’s been devoid of innovation, with people still turning to the ubiquitous ‘Lost Dog’ poster.

As a brand committed to making the world a better place for dogs, PEDIGREE wanted to offer NZ dog owners a bespoke service to help in their time of need.

PEDIGREE Found is an app that makes world-first use of the Google Display Network to allow consumers to send out a real time alert via the Google Display Network to other people within a 2.km radius in the event that they lose their dog. Simply put, it’s a lost dog poster for the digital age – one that can move faster than the lost dogs themselves!

By creating a genuine and unique utility for all New Zealand dog owners, PEDIGREE were able to do more than just talk to consumers about their core proposition of making the world a better place for dogs – they were able to make it a reality.

A lot of brands talk about going beyond traditional marketing, offering their consumers added value, but few actually follow through. PEDIGREE Found provided a unique utility that consumers could not get from anyone else, and this offering drove a huge response from consumers. Not only have very strong levels of downloads and engagements been seen, but in the period since the campaign launched PEDIGREE has seen its leading market share grow by 10%.