Winners & Shortlists

SNACKBALL

TitleSNACKBALL
BrandGRANATAPET
Product/ServiceGRANATAPET LECKERLIES
Category D03. SPECIAL BUILD
Entrant Company McCANN WORLDGROUP GERMANY Frankfurt, GERMANY
Advertising Agency McCANN WORLDGROUP GERMANY Frankfurt, GERMANY
Advertising Agency 2 MRM // McCANN WORLDWIDE Frankfurt, GERMANY
Credits
Name Company Position
Elke Klinkhammer Mccann WORLDGROUP Cco
Martin Biela MRM/Mccann Executive Creative Director
Mark Hollering MRM/Mccann Creative Technology Director
Dom Heinrich MRM/Mccann Creative Director Innovation Advertising
Philipp Schlosser MRM/Mccann Sen. Creative Concept
Christian Endecott MRM/Mccann Copywriter
Juliane Back MRM/Mccann Account Director

Execution

BRIEF GranataPet the innovative and healthy pet food company from the Bavarian Alps would like to transform the fitness hype into the dogs world. IDEA To promote the healthy attitude, we developed a totally new fitness eco system for dogs and placed the SnackBallMachine in different large cities across Germany. By check-in with #snackball, the automatic ball launcher is actiavated and throws a ball in the park. The dog has to fetch the ball as fast as possible and then bring it back to their master. If the dog was fast enough, fresh and healthy Snack is automatically released from a dispenser. EXECUTION By appling the new Beacon technology in the SnackBall. We first installed an Rasberry Pi to read signals from the Snackball and track the speed and distance. By tracking the time needed and synchronizing it with the dog’s size, we can find out how fit the dog is. And if the dog is fast enough, it is rewarded with GranataPet. If not – the SnackBallMachine might be the perfect work out for lazy dogs. Over. And over again. RESULTS We had 27% lift in sales at pet food shops and a massive media buzz. And started a new move in the dog scene for more healthy dogs. Possibly even the owners, too.