PDSA – Sponsor Me Better
Integrated campaign
PDSA is the UK’s leading veterinary charity, caring for more than 320,000 pet patients belonging to people in need.
www.sponsormebetter.org.ukBrief
Increase PDSA online brand awareness with the over 40s and raise money to help poorly pets via a sponsorship scheme. Design a website which will encourage pet sponsorship and drive traffic to the site through an online advertising campaign.
Approach
To engage with the target audience we based the creative on nostalgia, working with visual objects that the over 40s would associate with.
Solution
To evoke nostalgic memories with the target audience we created a wooden push-up toy dog in 3D.
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We animated the push up toy collapsing and rising, to represent two basic states for the dog: happy and poorly.
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In the online advertising the push up toy is first seen struggling to get up with copy saying “Will you help me back on my feet?” As a user interacts with the advert, the dog springs to his feet suggesting that “with your help I can get better”. If the user does not click the advert and leaves the space, the dog falls back down to the struggling state. This creative was applied across various suitable online advertising formats.
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With the sponsorship website we engaged users through strong visual imagery representing a medical healing process. We designed the site to resemble a veterinary medical card help on a vet’s clipboard along with a stethoscope.
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