Problem
People don’t think about insuring their pet until something goes wrong.
Insight
The majority of life threatening incidents happen outside the home.
Proposition
The future is unpredictable
Solution
We shall show the unpredictability of the near future, enhancing the usual dog walking experience. The installations will travel to dog walking spots around the country making pet owners aware of potential dangers and the importance of protecting your loved ones.
Posters at the beginings of popular dog walks/trails will mark the beginning of the experience.
Posters at the beginings of popular dog walks/trails will mark the beginning of the experience.
We will hijack key points of intrest in parks and dog walking areas, in this instance we will create a 20ft whirlpool.
Optical illusion street art, inspired by Kurt Wenner, will create a chasm like space for dog walkers to navigate around or over.
We will use animatronics to create a commotion in bushes, growling and snarls will imitate a dangerous animal.
Signage will continue through the walks reminding pet owners of the importance of insurance.
A huge boulder made from Styrofoam is released and retracted via a wire, hidden speakers will add sound effects.
Close call! A pets life is unpredictable, so are vet bills. Insure your pet with Pet Plan.
Proximity SMS will act as a call to action, inviting recipients to engage with Pet Plan as a provider of insurance. The push notification will be sent when in the vicinity of our experiential elements.
We will covertly film the dog walkers experiences to create content, this will act as a form of prankvertising & has a lot of shareable potential. This will fit in well with Pet Plans consistent youtube activity and following.
Rationale
The experiential campaign will create a unique and engaging experience for dog walkers nationwide, a playful and contemporary tone of voice puts Pet Plan in a great area, one of which that differs from any other pet insurance brand. We have taken influences from fruit juice brand Innocent, internet culture in regards to pet memes and the latest trend of prankvertising. This refreshing outlook gives the brand new scope to create content that people want to watch and share. We will connect with pet owners nationwide through various channels offering them an insight into Pet Plans brand beliefs in putting the pet first.