In the spotlight:
Dogcation: How a travel agency got pet owners out traveling with a 627% ROMI
2023 Double Silver & Bronze Effie
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CAMPAIGN NAME
Dogcation: How a travel agency got pet owners out traveling with a 627% ROMI
CATEGORIES
Small Budget
Social Media
Travel, Transport & Tourism
CLIENT
Nordic Leisure Travel Group (Spies)
LEAD AGENCY
Robert / Boisen & Like-minded
CAMPAIGN DESCRIPTION
When surveys revealed that 48% of all Scandinavian pet-owners had refrained from travelling on vacation due to their pets, the travel company Spies knew they needed to do something to change this. They needed to find a way to encourage people to travel while leaving their beloved pets at home.
Spies knew that the relationship between pet and owner is a complex matter, since no two relationships are the same. Therefore they conducted a large scale survey of the Scandinavian population with over 4,000 pet owners. It was revealed that a whopping 69% of pet owners said it was important for their pet to be taken care of by someone they know and 68% stated it was important to receive updates about their pet while away. Spies now knew it wasn't necessarily deprivation that was the issue but in fact it was well-being, something they knew could be tackled. They needed to convince people that their pets were in good hands while away.
Bringing idea to life
Thus the solution was created 'Dogcation'. An exclusive pet-care service. Spies launched a competition for this service on SoMe including a campaign video encouraging pet-owners to visit the new Dogcation-website. Additionally they created The Long Distance Fetch, a digital throwing-service that allowed owners to play fetch with their pets. This service was made available to the lucky winner. Spies made sure that even those who didn't win were still encouraged to travel without their pets by including an interactive map of dog kennels in Scandinavia on their website.
The campaign resulted in resulted in 50million DKK(€6,707,800) in increased sales and a 627% ROMI.
RESULTS
The result speak for themselves:
1. Outperformed competition
The campaign spread across all of Scandinavia, receiving over 11.7 million views on social media. It outperformed a famous 'Do It for Denmark' video with a view duration of 75.7%.
2. Attracted the attention of traditional media outlets.
The campaign caught the attention of media outlets throughout Scandinavia; from Ekstra Bladet to AdWeek. They even surprised the competition winner at their workplace and this was captured on the local news station.
3. 50 million DKK generated in Additional Sales - 627% ROMI
33,000 individuals visited the Dogcation-website, entered the competition and subsequently received a travel voucher. Sales figures showed that the pet-owner discount had been used to send over 8,300 people on Spies' trips which resulted in 50million DKK(€6,707,800) in increased sales and a 627% ROMI.
WHY A DOUBLE SILVER & BRONZE EFFIE? Here's what the jurors said.
