Introducing RX Strength Pets
The Pet Effect
Sure, pets are cute and adorable. But there’s another reason they’re amazing: science. New research says that pets actually make us healthier.
Our brief: Change the conversation by raising awareness of the real scientific benefits of pets. A boring science class wouldn’t cut it. If we were going to shift public perception of pets, we had to appeal to consumers’ self-interest and their sense of humor.
Client
Zoetis
Deliverables
Campaign, Video and Editorial Content
Awards
Gold Aster Awards: Healthcare Education
See the science
We Created a Spoof Campaign
Wispy fields with idyllic smiles are what big pharma is known for, so we took that and ran with it. Creating two video spots and a whole host of collateral, we launched our newest Rx: Dogs and Cats
Brochures and posters hung in vet’s offices, and at veterinary conferences we provided a dose of DOG® via therapy dogs.
– WARNING: May be habit forming –
So, which Rx is Right for You?
(BESTFRIENDOR)
DOG
WHEN USING DOG:
▪ Stock Up on Toys and Treats
▪ Speak in Silly Dog Voices
DO NOT USE:
▪ If You Don’t Have a Pulse
▪ If You Have a Problem with Love and Affection
WATCH AD FOR RX DOG
(PURRFECTIS)
CAT
BENEFITS MAY INCLUDE:
▪ Reduced Risk of Heart Attack
▪ Relieved Depression
▪ Lessened Risk of Allergies and Eczema in Children
▪ Reduced Stress Levels
WATCH AD FOR RX CAT
Getting the Industry on Board
Our goal: deliver the information to the pet industry and get them buzzing. And did we ever—they are in love with the campaign! As we expand into the future, ABR, Zoetis, and its new found partners are gearing up to bring the praise and excitement of the Rx pets to the rest of the world.
Total Recall: A Marketer's Dream
Remembering a URL is a big deal in marketing. After watching the commercials, we're seeing 52% of site traffic coming from direct referrals.
