ManyPets - Campaign
RELAUNCH CAMPAIGN
In the summer of 2022, we launched a new campaign titled 'Insure your happiness'. This was the first step in ramping up awareness for the new brand name. We had to make sure our creative stood firmly clear from our competitors and captured attention. The ManyPets brand doesn't play on people's fear, it places itself in the relatable space between pets and pet parents, we get it, we know what it's like. This campaign highlighted how amazing our pets are, and how they make our lives better in so many ways.
TV creative
The centre piece of this campaign was the 'Therapists' TV spot. With this advert we used the silence to create attention, and a classic 'rug-pull' to reveal the pet as our attentive listener. We created 9 different ending to keep people watching and comparing endings.
Out of home
For the out-of-home creative - we took the therapy idea a step further... we used our own survey data to deliver some provocative statements of the positive effects that pets can have on us.
Guerilla advertising
At the time of this campaign being live, there were some big reshuffles happening at Downing Street - we took the opportunity to remind them that their furry friends could be the stress relief they all need right now.
PR - Activation
To take this campaign onto the street - we partnered with the charity 'Pets as Therapy' to create the UK's first 'Petting booth' - where people could take time out of their busy and stressful days to come and spend some time with a therapy dog. Spending just a few minutes stroking a playing with a dog reduces stress and anxiety, and we helped commuters around Kings Cross Station to have some much needed therapy time.
Out of home customer competition
To create greater customer engagement with this campaign, we offered the chance for their pets to become the face of the campaign in their region. Customers submitted stories about what their pet means to them - and we then invited them to a photoshoot to put their beautiful pets on 6-sheet billboards
To support the above the line activity - we ran this over a print campaign too, in particular on 'wrappers' for The Sunday Times magazine, as well as Direct Mail, Door Drops and inserts.
Results
+6%
Increase in brand awareness over campaign period
+10%
Increase in positive consideration over campaign period
+45%
Increase in brand engagement over campaign period
Credits
Campaign concepts : Uncommon
OOH concepts: Marc Connell & Uncommon
PR: The Romans
Production company: Biscuit Filmworks
Director: Director: James Rouse