| Title | DOG DATING |
| Brand | DOG SHELTER "SUPER DOG" |
| Product/Service | DOG SHELTER "SUPER DOG" |
| Category |
F04. Innovative Use of Social or Community (including emerging platforms for brands) |
|
Entrant Company
|
GRAPE (A POSSIBLE AGENCY) Moscow, RUSSIA
|
|
Advertising Agency
|
GRAPE (A POSSIBLE AGENCY) Moscow, RUSSIA
|
Credits
| Vladimir Garev |
Grape Ltd |
Creative Director |
| Nikolay Pruzhinin |
Grape Ltd |
Creative |
| Alexey Fetisov |
Grape Ltd |
Art Director |
| Anton Kopylov |
Grape Ltd |
Producer |
| Alexey Kosilin |
Grape Ltd |
Producer |
| Egor Reznikov |
Grape Ltd |
Project Manager |
| Rusina Lekukh |
Grape Ltd |
Pr Manager |
| Natalya Varguleva |
Grape Ltd |
Copywriter |
| Olesya Velikanova |
Grape Ltd |
Copywriter |
| Vitaliy Akulov |
Grape Ltd |
Smm |
| Darya Lukinskaya |
Grape Ltd |
Smm |
| Artem Tsaregorodtsev |
Grape Ltd |
Associate Creative Director |
Creative Execution
We created online-service DogDating.me, where anyone authorized through social networks can choose a shelter dog he/she likes, then a person would love to have a trip with, and make a date and discuss its details in a special chat. After a month of project’s work different Russian shelters expressed a desire to join Dog Dating as it proved its effectiveness and gave lots of shelters hope literally to save dogs’ lives. We created a special platform, where every dog shelter authorized on dogdating.me gets the access to the administration panel for free and manages all the volunteering process.
DogDating.me got a great support from Russian media: from famous Youtube bloggers, marketing and online media to federal TV channels, which provided more than 3 million media impressions about the project. The project had attracted new visitors to the shelter. ?ver 1000 people met each other using platform. Every week up to 50 new couples come to the shelter to spend their time together. After a month of project’s work different Russian shelters expressed a desire to join Dog Dating. More than 15 dog shelters from Moscow, Saint-Petersburg, Voronezh, Kiev(Ukraine), Harkov(Ukraine), Munich(Germany) have applied to become Dog Dating residents.
We decided to emphasize a very complicated problem: health and life risks for dogs kept in dog shelters. To help dogs in SuperDog shelter, we created a special service, DogDating.me. Anyone authorized through social networks can choose first a dog he would like to walk with and then a person who can make him a company. This newly formed couple of volunteers make a trip to the shelter to socialize the dog they have chosen, getting acquainted with each other at the same time. The main objectives were: to find a way to explain ordinary people how crucial even a small walk with the pet can be; to find a trigger which will motivate people to make a trip far from the city to have a walk with dogs; to emphasize the uniqueness of volunteering experience; to create an attractive mechanism of commination for the new volunteers.