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Category

Award

DOG-A-LIKE APP

Short List
ClientMARS PETCARE
ProductMOBILE APP/ FACEBOOK APP
EntrantWHYBIN\TBWA\TEQUILA\ Sydney, AUSTRALIA
Type of EntryUse of Direct
CategoryDirect Response Digital Media
TitleDOG-A-LIKE APP
Product/ServiceMOBILE APP/ FACEBOOK APP
Entrant Company:WHYBIN\TBWA\TEQUILA\ Sydney, AUSTRALIA
DM/Advertising Agency:WHYBIN\TBWA\TEQUILA\ Sydney, AUSTRALIA
Credits
Name Company Position
DAVE BOWMAN WHYBIN\TBWA\TEQUILA\ SYDNEY EXECUTIVE CREATIVE DIRECTOR
MATTY BURTON WHYBIN\TBWA\TEQUILA\ SYDNEY EXECUTIVE CREATIVE DIRECTOR
RUSS TUCKER WHYBIN\TBWA\TEQUILA\ SYDNEY CREATIVE DIRECTOR
HANNES CIATTI WHYBIN\TBWA\TEQUILA\ SYDNEY ART DIRECTOR
DEAN HAMILTON WHYBIN\TBWA\TEQUILA\ SYDNEY COPYWRITER
ALIZA NORDIN WHYBIN\TBWA\TEQUILA\ SYDNEY DESIGNER
PRENTICE PORTER WHYBIN\TBWA\TEQUILA\ SYDNEY DESIGNER
CHRIS ROLLINGS WHYBIN\TBWA\TEQUILA\ SYDNEY DIGITAL PRODUCER
ANDREA BYRNE WHYBIN\TBWA\TEQUILA\ MELBOURNE ACCOUNT DIRECTOR
DAVID COX WHYBIN\TBWA\TEQUILA\ SYDNEY TECHNICAL LEAD
JAMES KAVANAGH WHYBIN\TBWA\TEQUILA\ SYDNEY QA ANALYST
ANDREW PLIMMER MOTIM, NZ CEO

Describe the brief from the client:

Most people think shelter dogs are damaged and therefore find it difficult visiting shelter homes to adopt. As a result, over 100,000 dogs end up being needlessly euthanised every single year in Australia. So how do we change people’s perception about shelter dogs and make it easier for them to be adopted?

Creative Execution:

Adopting a shelter dog used to be difficult and time consuming with different shelters responding and behaving in different ways. Some were online and some were not. By centralizing all the information and making it fun, easily accessible and searchable, we gave every dog a better chance of being adopted – the ultimate aim of the program. And for those people who could not adopt but still wanted to help the dogs, we gave them a chance to donate money or a bowl of Pedigree dog food every time they ‘Liked’ the page on Facebook. The Dog-A-Like app was released via the Australian iTunes app store, Facebook as well as an eDM to the PetRescue and Pedigree Adoption Drive databases.

Describe the creative solution to the brief/objective.

It’s a common known fact that some dog owners look like their dogs. Based on this insight, we began developing unique facial recognition technology back in November 2010 for a phone and Facebook application called Dog-A-Like. The app not only matches your facial features perfectly with an actual dog from the live PetRescue database, it lets you adopt your match when they would otherwise be put down. This application helps to dispel the myth that all shelter dogs are damaged, while making it easier for everyone to adopt.

Describe the results in as much detail as possible.

Instead of relying on the few shelter homes within your local area, Dog-A-Like has brought every available dog in the country to the palm of your hand. And since it launched in June 2011, there have been over 40,000 unique views and downloads, an average of over 600 every day, with each person spending at least 3 minutes searching for their Dog-A-Like. After launch, Dog-A-Like became the number one app in the Australian iTunes store for more than 2 weeks. Dog-A-Like has given every homeless dog a far greater chance of survival in just a few short months.