Why is this work relevant for Brand Experience & Activation?
We created a brand experience that provides something invaluable to dog owners: information about improving and protecting their dog’s health. Purina Street-Vet tests dog’s urine to detect warning signs and provides recommendations to help owners prevent their dog from developing a disease, showing dog owners everywhere our passion for their pet’s health. Instead of an ad that only brings awareness of a product or service, we created an experience that brings personalized awareness to dog owners about their dogs health, simply by tapping into the normal behaviour of the dogs.
Every year in France, more than a million dogs don’t get their annual visit to the veterinarian, because their owners assume there is nothing wrong with their four-legged friend. As a part of their survival tactics, dogs don’t show signs of their disease, so by the time those signs become symptoms, it’s sometimes too late to provide treatment. According to studies, 59% of animals have a condition that could be improved with proper nutritional therapy. If analysis were run more often, sometimes just adapting their diet would be enough to fix the problem of almost 600 000 dogs before it becomes serious.
As an advocate for animal health, Purina wanted to come up with a way for the dogs to be tested early, by making it as easy as a walk in the park.
Describe the creative idea (20% of vote)
It’s sometimes necessary to remind dog’s owners to regularly check their pets’ health. To make this medical necessity a part of their regular habit we turned dogs’ natural behavior, peeing on poles, into a seamless health test.
Introducing Purina Street-Vet, the first digital billboard which collects and analyses dogs urine, transforming their daily “business“ into a routine check-up.
First, the dog pees on the pole, then the urine is tested, and the analysis is displayed. If a disease is detected, Purina Street-Vet suggests a specific product from the Purina ProPlan line, clinically designed to prevent the development of disease. Dog owners can also download the result and bring it to the vet.
Describe the strategy (20% of vote)
Purina is passionate about pet health, which is why they made ProPlan Veterinary Diet, a pet food line designed to prevent disease by providing the right nutrition based on early detection. But in order to buy the product, pet owners need to know the signs are there, which is why the annual check-up with the vet is crucial. Unfortunately, over a million dog owners in France weren’t meeting this requirement. We needed to increase awareness of potential developing diseases in dogs in order to strengthen the relevance of the new product line amongst this audience. In order to do this, we wanted an easy way to get these dog owners to pay attention to their dogs’ health, so we aimed to make a test that would fit in with dog’s natural
Describe the execution (30% of vote)
Born from 2 years of development with engineering institute, Yncrea, and veterinary clinic, VetParis7, Purina Street-Vet is an enhanced digital billboard that detects 4 health problems from a single drop of urine. If potential signs of diabetes (glucose > 2mmol/L), kidney failure (protein level > 0.12-0.15 g/l), urinary infection (leukocytes > 10 - 15 WBC/mm3), or dietary imbalance (pH < 5.0 or > 9.0) are discovered, Purina Street-Vet suggests a Purina ProPlan product and offers owners the opportunity to download the result and bring it to the vet. To make it available to the public, we identified 10 places around Paris where people walk their dogs and placed the billboard there for a month.
Watch the tech-video in the annex for more information.
List the results (30% of vote)
Street after street, Purina Street-Vet has reminded the millions of dog owners in France about the importance of regular health checks for their pets, performing over 2,500 health checks, which revealed 1,024 health issues: alimentary imbalance (596), followed by urinary infection (367), diabetes (42), and kidney failure (19).
More importantly, people were convinced they needed to visit the vet more regularly at a rate of 74%, and 94% changed their attitude about the importance of their dogs nutrition. 77% said Street-Vet improved the way they thought about Purina as a brand, and 83% increased their intent to purchase Purina products. (1)
Conversation and news coverage spread across France, as well as many countries including Turkey, Brazil, Japan, and the US, generating over 50 million impressions, and enthusiasm amongst professionals and pet lovers around the world.
1. Source: SurveyMonkey Audience, quantitative study on 200 dog owners