Pedigree

Outcome

Objective: To encourage innovation in Outdoor. The campaign is the result of the JCDecaux Creative Concepts Competition, which was won by Kara Grey at Tequila.

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Location: Two interactive 47 inch LCD Citylight panels located in Pitt Street Mall, Sydney and Flinders Street Station, Melbourne.

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Content: The panels allowed the public to interact with a ‘virtual puppy’, which was created using an image of a real puppy, and teach it new tricks such as throwing and playing ball. The campaign then prompted people to visit puppy.com.au to obtain information including puppy training and advice.

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Outcome: The Pedigree campaign received 54,577 interactions across the two sites in a one month period.