2018 Brand Experience & Activation


Category C05. Customer Retail / In-Store Experience
Product/ServiceMUSTI & MIRRI
Idea Creation 2 MUSTI GROUP Helsinki, FINLAND
Name Company Position
Juha-Matti Raunio TBWA\Helsinki VP, Head of Innovation
Tuomas Perälä TBWA\Helsinki Copywriter
Jyrki Poutanen TBWA\Helsinki Chief Creative Officer
Erno Reinikainen TBWA\Helsinki Creative Director
Mikko Paasto TBWA\Helsinki Senior Developer
Juhana Hokkanen TBWA\Helsinki Creative Technologist
Umberto Onza TBWA\Helsinki Industrial Designer
Henri Mäkinen Musti Group CMO

Why is this work relevant for Brand Experience & Activation ?

All dog food brands and stores claim they're there for dogs only. Yet they’re not. All communication is generally targeted towards the OWNERS – not the dogs. A leading Scandinavian Pet retailer Musti Group saw this game-changing opportunity and decided to create a brand experience for the ACTUAL LOYAL CUSTOMERS. As a dog enters the store Biscuit smart collar recognises the canine and triggers a tailored, 5 star in-store experience for it. Based on the customer data and triggered by the collar upon store entry. The experience includes headshot in displays, name-greetings, personalised offers, the clerk offering favourite treats etc.


Situation: Musti Group is the leading pet specialty retailer in the Nordics (market share 60%) in Scandinavia for Pet specialist channel. To grow their business the goal was to steal business from the grocery stores Pet food sales. In today’s world more and more customers buy their pet’s food from grocery stores, to where the REAL customers – dogs – are not EVEN welcomed! What differs Musti and Mirri stores from the grocery stores is the fact that dogs are welcomed into their stores. Providing superior customer experiences has always been the cornerstone of the Musti and Mirri brand. Brief: Communicate and live Musti and Mirri's USP - superior service to real customers. Objectives: Communicate through innovation Musti and Mirri brand story and increase the size of the shopping basket.

Describe the creative idea

The convention is that the pet retailers talk to the pet owners. The creative idea came out of understanding of the fact that as the owners put their pets first the retailer should as well and by doing so pet owner actually listens more deeply to the message. By combining the way of lifting the pet on a pedestal and the best practices of online retail to brick and mortar we created the best possible instore experience for the pet and its owner.

Describe the strategy

All dog food brands and stores claim they're there for dogs and for dogs only. When in fact they’re not. Unlike grocery stores, dogs are welcomed to Musti group’s pet stores. The business insight behind creating Biscuit was that when humans who visit the stores with their pets, spend on average 15.5% more money. Our job was to give them a reason to bring the actual customers – the dogs – to the store. Until now all communication has been targeted towards the dog owners. Musti Group saw this as a game-changer opportunity and created the very first customer loyalty program for dogs.

Describe the execution

Implementation Biscuit is a smart device that utilizes RFID technology to provide dogs five star in-store experience. The gadget is attached to the collar. When a dog wearing Biscuit walks into a store, RFID reader recognises the dog, allowing the staff to give the canine customer personalised service by pulling out dog data [no GDPR needed] incl. name, birthday, favourite treat and shopping history. Timeline Biscuit was first introduced in a dogs-only VIP Gala Dinner Event on World Animal Day October 4th. An additional roll-out was executed via direct mail to the rest (circa 30%) of the dogs of registered human loyal customers. Placement & Scale In phase one selected Musti ja Mirri flagship stores (and 1000 dogs) were part of the program. The beauty of Biscuit is simplicity – which means scalability. Plans are to implement it in the rest of Finland + Sweden and Norway in 2019.

List the results

This smart data-led insight and technical solution delivered following results: 1. The owners of Biscuit spend on average 18.7% more money when visiting the store 2. Brand innovation created articles from Media coverage in more than 30 countries 3. Campaign reach: 21 million humans globally 4. Musti Group was awarded for the best customer experience in Finland 2017 by data and marketing Association of Finland