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Premio creativo
Paris, Francia
Mars Petfood - "Perfect Search" by PHNX Awards 2020

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TitoloPerfect Search
BriefTo let everyone to know about the Perfect Fit philosophy, the campaign targeted pet owners who were already living according to the brand's principles. This was done by buying rare keywords typed only by the most responsible pet owners, such as “cat balcony”, “dog fitness instructor” and another 83 keywords with a searching frequency of less than 300 a month. Overall, it cost just $68. Those who typed the chosen keywords were given the things they were looking for, free of charge, as a reward for perfect pet care.
Agenzia
Campagna Perfect Search
Cliente Mars LLC
Marca Mars Petfood
PostedNovembre 2019
Settore Prodotti per la Cura Animali
Trama Perfect Search is the first advertising campaign that used unpopular context ads.For everyone to know about the Perfect Fit philosophy, we decided to use the pet owners who were already living according to our principles. They do cat yoga, take their dogs to a psychotherapist and buy them special orthopaedic mattresses.In order to find them, we bought unpopular keywords, which are being typed in only by the most responsible pet owners. “cat balcony”, “dog fitness instructor” and another 83 keywords with a searching frequency fewer than 300 a month. Overall, it cost us $68.To those who found our keywords, we gave the things they were looking for. And it was for free – as a reward for proper pet care.We made a psychotherapist appointment for a dog, organized a cat yoga class with a coach and a birthday party for a dog and many other ones.
Tipo di Media Interattivo
Executive Creative Director
Creative Group Head
Copywriter
Copywriter
Digital Art Director
Managing Director
Client Services Director
Account Director
Account Manager
Strategic Planning Director
Digital Analyst
Digital Producer
Strategic Planner
Strategic Planner
Marketing Director
Brand Manager
Advertising Manager
Advertising Manager