Because summer is not summer without our best friends
Philosophy
We had to convince the client to refurnish its cabins to welcome on board both people and the dogs. Then, we wanted the dogs to be the first to know it. So, after collecting the most iconic toys of the summer, we turned them into ads through a sticker that promoted the new ‘4-legged friends” cabins. Then, we buried the toys in the biggest parks around Italy and we created a scent track to help dogs to find them easily. In a weekend, hundreds of dogs in dozens of cities found our toys and advertised our commercial offer by bringing these unconventional ads back to their owners.
Problem
Italy is not a dog-friendly country and moving with pets could be really hard. Especially in the summer, when long distances and iron flight policies drive people and dogs to take separate vacations. As the leading Italian shipping company, GNV wanted to turn this problem into an opportunity to generate brand awareness and productpreference.
Result
+34% traffic website views on GNV.IT+24% booking in advance (comp. 04/2015)+48% Facebook fan base+11 millions media impressions earned