In total, dog owners have seven different walks to choose from. Specially adapted posters will guide you from one bus stop to the next, covering 1 to 2.5 km. The posters also have a promotional aspect, inviting participants to share their experiences along the way via Pedigree’s Facebook page. As such, enthusiastic walkers have the chance to win a free Pedigree sample pack.
In Flanders, one family in four owns a dog. Dogs have a lot to offer: friendship, protection, the pleasure of walking, companionship. In turn, however, our precious pets require attention. Every dog needs a daily walk lasting anywhere between 30 minutes and one hour. Even if your beloved pooch has a garden to run around in, it still needs to be taken out for a walk every day as this offers it the chance to soak up new impressions.
The various walks can be found online on www.pedigreewandeling.be
Note: This campaign was developed in the framework of the OOH!Awards, where the concept won gold in June for the best 2x2 campaign.
Campaign: Pedigree Stadswandeling
Client: Pedigree Belgium (Mars Belgium)
Marketing Manager : Lisa Smet
Agency: DDB Brussels
Creative Director: Peter Ampe
Creation: Gertjan De Smet
Strategic Planner: Maarten Van Daele
Account team : Francis Lippens, Chloé Naessens, Kirsten Vanderbeke, Anita Jerez
Digital production: Bert Gybels
Graphic Design: Coraline Barbe, Gregory Klarfeld
Production company: JCDecaux, Clear Channel
Media : outdoor, social media
Pedigree Belgium Billboard Walk