Fi wanted to find moments to activate around and drive awareness of the features of it’s smart collars – and you won’t get more on the nose than National Lost Dog Awareness Day.
On a very tight budget – we took a 3-tier approach.
Out of home inspired by lost dog posters would feature dogs that used to get lost – but now with a Fi smart collar, that’s a thing of the past.
For organic social – we would highlight a story making it’s rounds in the media of a dog in New Orleans that escaped 3 times.
And for paid social – we would leverage unique data points that Fi knows about it’s community to increase awareness around the metics the collar tracks.
National Lost Dog Day
Scrim’s Escape
Affectionately known as “New Orleans' most notorious runaway” – Scrim the dog was making national headlines as he had escaped his yard three different times, and was on the run for nearly a year.
We wanted to tell the story of Scrim – and what he got up too during his adventures – in a storybook format for social. The truth is he did survive some very rough conditions, but, we also wanted to imagine he had some fun while he was out there – Kendrick performed at the New Orlean’s Super Bowl during this time; Mardi Gras happened not long after he escaped; we like to hope he had a good time all around.
We then complete the story with Scrim’s retirement from escaping – now that he’s got a Fi collar, there’s no more getting lost.