• Home
  • The Awards
  • What it’s all about
  • Our Judges
  • Sponsors
  • Winners Gallery
    • 2019 NZDM Awards Winners
    • 2018 NZDM Award Winners
    • 2017 NZDM Award Winners
    • 2016 NZDM Award Winners
    • 2015 NZDM Award Winners
    • 2014 NZDM Award Winners
    • 2013 NZDM Award Winners
    • 2012 NZDM Award Winners
    • 2011 NZDM Award Winners
    • 2010 NZDM Award Winners
    • 2009 NZDM Award Winners
    • 2008 NZDM Award Winners
Menu
  • Home
  • The Awards
  • What it’s all about
  • Our Judges
  • Sponsors
  • Winners Gallery
    • 2019 NZDM Awards Winners
    • 2018 NZDM Award Winners
    • 2017 NZDM Award Winners
    • 2016 NZDM Award Winners
    • 2015 NZDM Award Winners
    • 2014 NZDM Award Winners
    • 2013 NZDM Award Winners
    • 2012 NZDM Award Winners
    • 2011 NZDM Award Winners
    • 2010 NZDM Award Winners
    • 2009 NZDM Award Winners
    • 2008 NZDM Award Winners

MARS – Puppo

Awards: Craft Gold - Excellence in Personalisation

Entrant: Colenso BBDO

Nominee: MARS

Entrant Credits: Nick Worthington, Levi Slavin, Kim Ragan, Mike Davison, Lauren Southon, Gina Morgan, Eliza Romanos, Josh Hart-Vrijkotte, Hamish Steptoe, Reks Kok, Ahmad Salim, Nico Ainsworth, Arameh Bozorgi, James Baker, Emma Tait, Joe Carter, Hamish Mortland, Matt Barnes, Teneille Barnes, Elle Kiddie, Casey Chan, David Arcus, Chris Riding

Nominee Credits: Leonid Sudakov, Winson Wong, Adelyn Zhou, Steve Simitzis

Entry Rationale:

In the current pet food market, a dog’s food options are bucketed based on their size or breed; never their personality. The uniqueness of a dog has never made the leap from the mind of the owner to their dog’s bowl. The pet nutrition category is big, well established and very competitive. It is also a set-and-forget purchase decision, that has a lot of inertia associated with changing.

Enter Puppo, an online pet nutrition start-up, that caters to every dog’s uniqueness by providing personalised nutrition plans for each dog’s individual dietary requirements. For the launch of Puppo to New York City, it only seemed natural to create a unique ad for every unique New York City dog - all 100,729 of them.

The agency developed a bespoke algorithm to extract data from the NYC Dog Licensing Dataset, matching every dog to a Puppo health benefit and dynamically building creative with a modular copy and art direction system. This data was then used to target the audience by zip-code.

The ads individually addressed the dogs by name and breed, with visual assets and copy that spoke to the unique health benefits a Puppo diet could help address.

The posters also drove the audience online with QR codes to unique landing pages to start their shopping experience.

Not only did this beautifully mirror the service itself, but the hyper-personalisation got much needed cut through in a city known for being completely saturated with advertising.

Puppo.com saw a 68% spike in new users in just one week and a 144% increase in organic web searches for Puppo. The unique posters grabbed attention and drove direct response, with 28% of new users coming to a personalised landing page via the posters’ unique QR codes.

Copyright © 2019 Marketing Association

  • CONTACT US