ABOUT

Battersea Dogs Home rehomes over 3000 dogs every year. Sadly however, its kennels are still full. Britain is full of animal lovers but many don’t think about a rescue animal because they simply don’t see many strays roaming the streets. Battersea organize many fund raising events every year but they needed to do something to increase the number of animals finding ‘forever homes’.

A stray dog looking for a home follows you around. We wanted to try and recreate that targeting and emotional engagement.

Battersea Dogs Home distributed leaflets with wafer thin RFID tags embedded within them to shoppers at a giant mall. Those who chose to take a leaflet ‘self-selected’ as our target audience. The RFID tags made them 'discoverable' by sensors around the shopping center. These triggered Barley, an ex-Battersea dog, to appear on multiple interconnected digital screens as the target passed them. Code was written to ensure that the correct video was served according to various factors; EG: if they'd passed it more than once, how many screens they'd passed etc to create a truly tailored experience. The final message served pointed people back to their leaflet. This drove to #lookingforyou Twitter feed featuring homeless dogs and a microsite.