Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Thumb 0
  • Thumb 1

PEDIGREE
1st Grrrade

RAN IN: Russia

CLIENT
Mars LLC

AGENCY
BBDO Moscow *Lead Agency


MediaCom


PGM Eurasia LLC, Starcom agency


Mint


SUMMARY

The top priority for PEDIGREE brand is responsible dog ownership. Thats why the brand took lead on educating affectionate dog parents who from a young age will make their pets happy. PEDIGREE launched the unique educational programme - 1st Grrrade - to help kids to become responsible dog owners. Kids had two ways to pass the course - in-person, in one of the Moscow schools, and remotely, with the online-course. The campaign gained lots of positive sentiment; online course showed extremely high engagement; and some of 1st Grrrade graduates got their dogs.

CASE VIDEO


Audience: Raising the new generation of responsible dog owners, we addressed exactly this generation, school kids aged 7-9 and their parents. But while the responsible pet ownership is important for all our society, there was a wider audience - all current and future dog owners.  

Objectives: 1.To deliver to wide audience socially important brand idea of the necessity and possibility to educate and raise responsible dog owners from an elementary school age. 2.To create first in class, really working educational course on dog care for elementary school kids. KPI: key indicators of school kids engagement to the online course. (*Dnevnik.ru partner portal forecast)  

Type: B2C

Language: English, Russian