Advertising Goes To The Dogs With New Campaign
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Innovative ambient ad group, Dogvertise, is launching its first pan-European campaign to promote the new Sony Ericsson T300 mobile phone with teams of dogs.
The campaign will feature over 600 big drooling dogs, wearing specially branded jackets, in the UK, Germany, France, Norway, Sweden, Denmark, Spain and Italy. The dogs will be walked several times a day in major cities, whilst wearing the coats, and the dog walkers will also wear branded clothing. The UK campaign kicks off this Sunday in Primrose Hill, London.
The initiative is part of a wider ad-campaign to promote Ericsson's new mobile technology products, which is based around the somewhat offbeat theme of drooling. According to Kerry Matheson, marketing manager of Sony UK and Ireland; "The dictionary defines drool as showing an excessive appreciation for something. We wanted to create lust and desire for our products. By creating a viral drool subculture at www.drool-uk.com, we can target style leaders and opinion formers who understand the humour, and will help create a buzz."
It is hoped Dogvertise will also contribute to this. The group, which was launched in Amsterdam, offers a variety of tailored campaigns which aim to prove that "man's best friend is a brand's best friend". It offers tailored outdoor ad solutions and even allows advertisers to specify what breed or size of dog they require.
According to promoters, larger dogs such as bloodhounds (pictured) can be thought of as similar to 48-sheet campaigns, whereas a Corgi would be more of a 6-sheet bus-shelter campaign.
Unfortunately, not all dogs are able to make it into the glamorous world of advertising. Dogvertise advise owners to email them with pictures of their canines and all dogs are taken out for an "audition walk" before getting onto the books. According to Dogvertise, they have the "best-natured, best-looking and friendliest dogs on the block."
Dogvertise: 0800 328 5046 www.dogvertise.co.uk
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