Case studies
Fort Dodge
Fort Dodge is a global vet-medicine organisation.
Objective
To let pet owners know about two new products.
- A new three yearly vaccination for hepatitis, distemper and parvovirus
- A heartworm injection for twelve week old puppies.
Strategy
Media Animal felt the most effective way to create awareness and educate pet owners about the products was to stage a community event designed to not only attract pet owners but also national media attention.The vaccine and injection alone did not provide a strong enough news angle or hook to attract media attention.
Method
Media Animal invited 100 dogs to attend a free health check event with cross promotion via fm radio. The angle we used ‘Fast forward to old age-dogs face mid-life crisis at age five’. This was based on the fact we knew dogs aged 5-8 times faster than humans. The event provided vets with the opportunity to talk to pet owners about the new products and created enough hype to get media attention.
Media Coverage
Channel 9’s Today Show did a live cross to the event. An added bonus was Scottie from Backyard Blitz and his dog Rosie also came along. Fort Dodge vet Dr Simon Robinson was interviewed on talk back radio around the country. Pet magazine Bark ran a one page editorial.
The value of media coverage for Fort Dodge was worth over $30,000 in advertising.
“A good effort by your team, I am particularly happy with the Television Coverage”
John Heath
Australian and NZ Sales and Marketing Manager
Veterinary Ethical Division Fort Dodge