14 Jul Purina's Street Vet
Purina launched special billboards to raise awareness on the diseases affecting dogs. The “street vet” billboards released pheromones into the air encouraging dogs to pee on them. The urine was then collected and placed in a sterile environment below the surface of the billboard stand. Purina then used a chemical reagent and screening technology to detect whether the dogs had any diabetes, kidney problems, urinary infections or cholesterol issues.
Once the disease was spotted, the billboard was then able to provide to dog and it owner with a suggestion of the best Purina product for addressing and curing it.
The ideas represents an engaging way to raise awareness about how a certain brand could contribute to problems that are often overlooked As a result of the billboards, health problems were detected for 41% of the 2500 dogs tested. The campaign generated 50 million impressions and 62% of consumers are now more aware of the necessity for a regular health check-up for their pets. Whilst 69% of people have changed their attitude towards the importance of a specific diet, adapted to their pet’s health issues. Positive brand sentiment increased by 11% and in the weeks following the exposure, there was a 74% increase in the frequency of vet visits.