Story of the film
Carat Manchester and Pets at Home brought together the power of TV and social by putting the consumer, and their pets, at the heart of the campaign and created the first ever crowd-sourced TV ad. This campaign was awarded Best Use of Social TV at the 2015 Thinkbox TV Planning Awards.
Summary of the film
Pets at Home, the UK’s largest pet retailer, challenged Carat Manchester to reverse declining brand awareness, embed their brand proposition and deliver the key brand metric, Make me love Pets at Home. Working in collaboration with their agency partners they devised an integrated campaign which brought the brand proposition to life and put their consumer (pets and owners) front and centre.
Integrating social, TV and sponsorship capitalised on the convergence of media and consumer content by stimulating the nation to share their favourite pet moments. Not only that, they then used this amazing material to build an emotionally charged commercial which harnessed the audio-visual power of TV to bring the campaign into the homes and hearts of the nation. Creating a Twitter trend and stimulating demand for the music track which was launched as a charity single, were two of the surprise achievements. This campaign really demonstrates the results which can be achieved through seamless integration and great cross agency collaboration.
Appearing on film
- Alex Sturgess, Client Services Director, Carat Manchester
- Tim Dowling, Head of External Communications, Pets at Home
- Richard Kaminski, Digital Engagement Manager, Pets at Home
- Contribution from Tess Alps, Chair of Judges, Thinkbox