Background
Lost pets are often traced with the help of sightings from people living nearby. Speed is crucial, especially as cold winter approaches, to improve the chances of finding the pet. When a pet goes missing, it's important for the owner to get information about the runaway to people in the area as quickly as possible. Karkurit.fi website has been offering owners a channel to report a lost pet for over 20 years. Now Musti and Mirri wanted to contribute their own resources so that information would reach an ever-larger audience without delay. Thus Lost Pet Alert was created, a real-time and hyper-local alert system that uses digital out-of-home advertising to inform about lost pets.
Execution
When an owner reports their pet missing on the karkurit.fi website, Lost Pet Alert automatically creates a digital out-of-home ad from the notice. Lost Pet Alert locates nearby advertising displays based on the postal code provided in the notice, and the created notice appears on them immediately.
Results
With Lost Pet Alert, sightings of lost pets increased by 47% and the finding rate improved by 40% within just the first two months. Using the advertising platform to support customers during important life moments proved successful for the Musti and Mirri brand as well. Key brand metrics increased significantly: awareness rose from 47% to 64%, preference from 25% to 35%, and consideration from 42% to 53%.
Other media companies that participated in the campaign: Bauer Media Outdoor, Mediateko.
Advertiser
Advertising Agency
Digital Execution
Idea Development and Technical Development
