Stray dogs have their own method to show you they wish to be adopted: they simply ‘’trail’’ you all the way to your home. If you are an animal lover, you must admit that this strategy simply softens your heart. And this is exactly what Battersea Dogs & Cats Home counted on in its latest outdoor campaign, implemented at Westfield Stratford City in East London.
The main actor of this campaign is Barley, a cute and playful former Battersea resident who ‘’trails’’ shoppers around the mall to help dogs like him find new owners. However, don’t imagine that Barley do this in real life. The action takes place solely on the digital billboards placed around the shopping center and is possible thanks to the specially created leaflets containing a Radio Frequency Identification (RFID) tag received by shoppers at the entrance. As shoppers walk past the outdoor billboards, the tag activates Barley who does all sorts of tricks a dog can do to conquer someone’s heart.
Battersea Dogs & Cats Home is the United Kingdom’s oldest and most famous home for dogs and cats. In 2014 alone the organization rehomed some 3000 dogs (which is roughly 8 on every day of the year).
#LookingForYou, as the campaign was suggestively named, was designed and implemented by OgilvyOne UK whose other outdoor innovations include British Airway’s Magic of Flying campaign.