OgilvyAction takes Purina nationwide
The Purina PetCare Bark in the Park campaign created by OgilvyAction will run nationally for the first time. This follows its silver win at the APMA awards.The announcement:
Purina PetCare will next year take its highly-successful BENEFUL Bark in the Park campaign across the country for the first time, after crowds increased at Eastern state events for the third year running.
The award-winning targeted consumer engagement campaign, developed and executed by OgilvyAction, aims to drive brand awareness, trial and sales of the BENEFUL range by staging a down-to-earth quirky event called Bark in the Park. The event gives dog-lovers a special day out with their pets, providing a range of free activities and entertainment and product samples.
First started in 2008 as a basic sampling event, Bark in the Park is now a major day out held in Melbourne, Sydney and Brisbane. With crowd attendances up by more than 15% on last year, Purina will next year aim to hold events across the country.
“What started as just basic product sampling, has now grown into one of Purina’s most successful events and we are committed to supporting its development and evolution,” said Purina’s BENEFUL Brand Manager, Jacqueline Paulo.
“In 2011 we’ll aim to extend its reach beyond just Victoria, NSW and Queensland so dog lovers across the country can also enjoy a fun and educational day out with their pets”.
As part of the 2010 event, OgilvyAction created a series of zones where pet owners and their dogs could enjoy some pampering or learn more about caring for their animals. These zones included:
o BENEFUL Healthy Weight – focused on nutritional advice and tips – vets and vet nurses were on site to help weigh and talk with dog owners about the importance of a balanced/nutritious diet for their furry friends
o BENEFUL Healthy Radiance – This is the dog spa area where dogs were treated to warm hydrobaths, nail trims, eyebrow clipping and overall grooming advice
o BENEFUL Small Dog – this zone paid homage to small breed dogs, with professional groomers working make over magic on nails, eyebrows and grooming tips especially designed for the smaller breeds
o BENEFUL Original – A team of caricaturists worked their magic to capture
owners and their furry friends portraits – to celebrate their day out together For the first time this year the Purina Pet Advisory Centre was also represented, with behaviourist Dr Joanne Righetti offering professional one-on-one advice for pet behavioural issues. More than 2000 dogs were washed and groomed at 2010 events, which were also hosted by celebrity MC Steve Jacobs.
The campaign recently won Silver at the 2010 APMA Awards in the ‘Best event or experiential marketing campaign’ category.
OgilvyAction is part of STW Group, Australia’s leading marketing content and communications services group.
Source: OgilvyAction press release
