天美棋牌

sencka膽
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
in association with
Group745

PEDIGREE庐 Launches Adoptable with Colenso BBDO and Nexus Studios

10/05/2024
1.9k
Share
Adoptable uses AI to put real, adoptable shelter dogs at the center of global advertising, accelerating PEDIGREE庐鈥檚 mission to end dog homelessness, by turning every PEDIGREE庐 ad into an ad for a shelter dog near you
Worldwide, 12 million dogs are in shelters waiting for their forever home. PEDIGREE庐 has been supporting dog adoption for nearly two decades. Now, thanks to AI and machine learning, that support can reach a scale that was previously unfeasible. Adoptable uses a bespoke AI model to transform a basic photo of a shelter dog into studio quality photography. That image can then be used in any digital PEDIGREE庐 ad.

The first-of-its-kind initiative combines proprietary technology with PEDIGREE庐鈥檚 global ad reach to turn the brand鈥檚 digital ads into ads for shelter dogs, too.


鈥淎doptable is a transformational step for us at PEDIGREE庐 . It puts our purpose at the heart of everything we do. Soon, our advertising won鈥檛 just take our products to the world, it鈥檒l take adoptable dogs, too鈥 says Fabio Alings, global brand director, PEDIGREE庐 .

Because Adoptable maps the new image of the dog to a CGI rig, the digital dog double can be positioned into any pose to suit any media format. And when the featured dog is adopted, it鈥檚 instantly dropped out of media rotation.

鈥淓very ad PEDIGREE庐 makes around the world has one universal similarity. It always features a dog in it. We wondered, what if that dog could be adoptable? By developing this technology, we can put purpose into the commercial realities of an FMCG brand.


Sales driving and product-centric work can now power our ambition to end dog homelessness.鈥 Says Simon Vicars, chief creative officer, Colenso BBDO.

Adoptable not only puts shelter dogs in the spotlight, it addresses another key issue impacting dog homelessness. Currently, 1 in 5 adopted dogs are returned to shelters.

Adoptable matches breeds to the locations and households that suit them best through geo-targeting and First-Party Data. Essence Mediacom and Hyper Media then made sure the right dogs were seen by the right people.


Adoptable鈥檚 launch saw a significant uplift in adoption rates. Within the first two weeks, 50% of shelter dogs featured had been adopted, with traffic to shelter site profiles increasing 6 times. Potential pet parents were 12% more likely to adopt when the adopter comes into the shelter site via an Adoptable asset.

Global marketing manager Mehgan Recker says what鈥檚 different about Adoptable is that it allows any ad that PEDIGREE庐 makes to live its purpose 鈥 not just a few adoption ads.

鈥淩ight now, 25% of our media spend goes towards purpose-led work. Adoptable gives us the ability to mobilise every media dollar behind dogs longing for their forever home. We know that if we can help shelter dogs be seen, we can help them be adopted.鈥

Launched first in PEDIGREE庐 鈥檚 global test market, New Zealand, the Adoptable technology is being refined and rolled out globally.

Credits
SUBSCRIBE TO 天美棋牌鈥橲 newsletter
FOLLOW US
天美棋牌鈥檚 Global Sponsor
Language:
English
漏 2005-2023 天美棋牌Privacy and Cookie PolicyTerms and Conditions
v10.0.0