Soho Square is this week unveiling the next stage in the hugely successful “rehoming” campaign for its client Dogs Trust.
The agency has handled all aspects of the campaign – strategy, creative, advertorials, PR and media buying and planning – across multiple channels including TV, radio, online, press, posters and experiential at both national and local levels.
As before, the campaign aims to promote the rehoming of dogs and drive traffic to three of the charity’s 18 centres in UK and Ireland. This time however the main focus will be on Dogs Trust’s recently rebuilt and refurbished Shrewsbury centre, which is open six days a week (including late night opening on Thursdays) and which is one of the most advanced and sustainable facilities of its type; it is one of only three buildings in the UK to achieve BREEAM outstanding status for design.
Among the new elements is a TV ad, which aired first on 15th September and an experiential campaign featuring a giant “nodding dog” which is currently on a nationwide tour, visiting high areas of impact throughout September and October. A film of the dog in action can also be seen on YouTube.
Adrian Burder, marketing director of Dogs Trust, says: “An important part of our work is to change perceptions about rescue dogs - which are too often seen as unhealthy, difficult and untrustworthy – and rescue centres, which are sometimes thought to be sad, grey places.
"In fact most rescue dogs are healthy and happy, and a wonderful addition to any home. The campaign has already had enormous impact in this respect. At Shrewsbury, we’ve already rehomed over 500 dogs this year with rehoming figures almost doubling from July to August as the refurbished centre opened again to its full capacity– in 2010 we managed around 696 over the entire year, so this is a remarkable success story which we believe we can build on still further. ”
Phil White, business director at Soho Square, added: “We are delighted that this campaign has been so successful for Dogs Trust. The Shrewsbury centre has already gained a huge amount of editorial coverage – including front page coverage in regional newspapers – and we’re looking forward to a further increase in coverage as a result of the new TVC and ‘nodding dog tour .”
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