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Synopsis Situation: Portugal has several abandoned dogs, suffering in kennels with poor conditions. Since adoption isn’t a habit, every year 100,000 animals are put down in Portuguese kennels. Brief: Royal Canin asked us for an educational campaign to let the Portuguese know about the terrible situation of abandoned dogs and try to convince them to adopt more dogs.Objectives: Raise awareness to the problem of abandoned dogs. Increase visits to kennels and adoptionsCreate goodwill around the Royal Canin brand BriefExplanation Execution The pop-up pharmacy was a 24h event in the central Pharmacy of Alhandra - satellite city of Lisbon and a place with a high percentage of health problems due to less federal investment in public health. We changed all the medicines of the pharmacy for the ones we created inspired by the healing properties of owning a dog. Dozens of clients were “medicated” during the day and had the most varied reactions. All the reactions were filmed and the best ones entered our seeding film that conquered the web through the social media accounts (Mostly Facebook & Instagram) of Royal Canin and 3 animal health NGO’s: Cão Viver, Guadi and Uppa. Not only did people get the message, they also joined the campaign by posting photos of the dogs they adopted with the hashtag of one of our medicines. Outcome Our partner, UPPA (Union for Animal Protection) registered an increase of 123% in visits to their kennel compared to the same period (month of April) last year. In 2017, no other social responsibility campaign in Portugal had so many free media in TV & radio prime time, newspapers, magazines and famous blogs. Not to mention the huge (and not paid) online interaction with thousands of posts, shares and likes. In a total, until now, of 500.000€ in earned media.Social Media results:1,533,733 Views15,980 Interactions Relevancy The Furmacy Project has both Promo & Activation and Direct at its core. Dozens of dogs are dying everyday in Portuguese kennels, a national problem that nobody was paying attention to. One more mass advertising campaign with the same arguments wouldn’t do the job. That’s why we chose a specific audience and an original message. The audience: men and women, 35-60 years old, with health problems or concerned with their health. The message: adopting a dog is good for your health and theirs as well. The Furmacy generated meaningful interactions with real customers. The online campaign spread fast, raising awareness. CampaignDescription Despite all the campaigns showing how adopting a dog can save its life, every year 100,000 animals are put down in Portuguese kennels. What if people realized that adopting a dog could save their own lives? With this insight in mind we created a whole range of medicines inspired by the healing properties of owning a dog. BriefWithProjectedOutcomes There is no specific regulation for a social campaign to raise education and awareness of a public health problem. Strategy The whole stock of a real pharmacy was replaced, generating unexpected reactions and meaningful interactions with real customers. The pop-up pharmacy grabbed the media’s attention with the help of a press kit introducing our unexpected medicines to the main Portuguese TV stations and newspapers. So when the initiative's video went online, the Furmacy was already well known, facilitating the conversation on social media platforms.
Synopsis Situation: Portugal has several abandoned dogs, suffering in kennels with poor conditions. Since adoption isn’t a habit, every year 100,000 animals are put down in Portuguese kennels. Brief: Royal Canin asked us for an educational campaign to let the Portuguese know about the terrible situation of abandoned dogs and try to convince them to adopt more dogs.Objectives: Raise awareness to the problem of abandoned dogs. Increase visits to kennels and adoptionsCreate goodwill around the Royal Canin brand BriefExplanation Execution The pop-up pharmacy was a 24h event in the central Pharmacy of Alhandra - satellite city of Lisbon and a place with a high percentage of health problems due to less federal investment in public health. We changed all the medicines of the pharmacy for the ones we created inspired by the healing properties of owning a dog. Dozens of clients were “medicated” during the day and had the most varied reactions. All the reactions were filmed and the best ones entered our seeding film that conquered the web through the social media accounts (Mostly Facebook & Instagram) of Royal Canin and 3 animal health NGO’s: Cão Viver, Guadi and Uppa. Not only did people get the message, they also joined the campaign by posting photos of the dogs they adopted with the hashtag of one of our medicines. Outcome Our partner, UPPA (Union for Animal Protection) registered an increase of 123% in visits to their kennel compared to the same period (month of April) last year. In 2017, no other social responsibility campaign in Portugal had so many free media in TV & radio prime time, newspapers, magazines and famous blogs. Not to mention the huge (and not paid) online interaction with thousands of posts, shares and likes. In a total, until now, of 500.000€ in earned media.Social Media results:1,533,733 Views15,980 Interactions Relevancy The Furmacy Project has both Promo & Activation and Direct at its core. Dozens of dogs are dying everyday in Portuguese kennels, a national problem that nobody was paying attention to. One more mass advertising campaign with the same arguments wouldn’t do the job. That’s why we chose a specific audience and an original message. The audience: men and women, 35-60 years old, with health problems or concerned with their health. The message: adopting a dog is good for your health and theirs as well. The Furmacy generated meaningful interactions with real customers. The online campaign spread fast, raising awareness. CampaignDescription Despite all the campaigns showing how adopting a dog can save its life, every year 100,000 animals are put down in Portuguese kennels. What if people realized that adopting a dog could save their own lives? With this insight in mind we created a whole range of medicines inspired by the healing properties of owning a dog. BriefWithProjectedOutcomes There is no specific regulation for a social campaign to raise education and awareness of a public health problem. Strategy The whole stock of a real pharmacy was replaced, generating unexpected reactions and meaningful interactions with real customers. The pop-up pharmacy grabbed the media’s attention with the help of a press kit introducing our unexpected medicines to the main Portuguese TV stations and newspapers. So when the initiative's video went online, the Furmacy was already well known, facilitating the conversation on social media platforms.
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