Throw Us A Bone.
The Problem
During a tough economic period, The Sydney Dogs & Cats Home calls for help were being drowned out by noise from the bigger charities. So our objective was to create a unique idea boost their awareness, donations and hopefully dog adoptions. But rather than use ‘poor me’ charity approach, we decided to entertain people to engage them.
The Solution
We asked people to throw us a bone. Well not us exactly, but Frankie our interactive Wonder Dog. First we created our own entertaining, animated dog Frankie, then pioneered a convergent technology platform that enabled people to interact in real-time with him. People threw Frankie a bone via SMS and received an instant dog trick in return. Every bone thrown was a $5 donation to the Sydney Dogs & Cats Home.
Sydney Dogs & Cats Home "Throw Us A Bone" from Mark. on Vimeo.
Awards
- Cannes: Bronze, Direct, Sydney Dogs & Cats Home (2009)
- One Show: Finalist, Interactive, Sydney Dogs & Cats Home (2009)
- Adfest: Bronze, Direct, Sydney Dogs & Cats Home (2009)
- Adfest: Finalist, Direct Response, Sydney Dogs & Cats Home (2009)
- Caples: One Bronze & Two Finalists, Sydney Dogs & Cats Home (2008)
- D&AD: Yellow Pencil, Mobile Marketing, Sydney Dogs & Cats Home (2008)
- The Work: Acceptance: Direct Campaign, Sydney Dogs & Cats Home 'Throw Us A Bone' (2009)
- ADMA: Gold, Mobile and Wireless, Sydney Dogs & Cats Home 'Throw Us A Bone' (2009)
- ADMA: Bronze, Digital Direct Response Advertising, Sydney Dogs & Cats Home 'Throw Us A Bone' (2009)
- AWARD: Silver, DM, Community Service & Charity, Sydney Dogs & Cats Home 'Throw Us A Bone' (2009)
- AWARD: Bronze, Interactive, Sydney Dogs & Cats Home 'Throw Us A Bone' (2009)
