The Musti and Mirri's campaign spoke out for pets on New Year's Eve
Musti and Mirri's campaign spoke out for pets on New Year's Eve
Black and Mirri's appealing special campaign attracted attention on New Year's Eve on our giant billboard in the Musiikkitalo and on the streets. The implementation made great use of creativity by applying 3D elements and sound advertising. Read more and watch the video!
Client: Musti ja Mirri
Main campaign message: the "I'm scared here" campaign was designed to highlight the harm fireworks can cause to pets, and to encourage party-goers to move their fireworks away from residential areas
Target audience: in addition to party-goers, the outdoor campaign was aimed at Musti ja Mirri’s core target audience, pet owners
Campaign period: 30.12.-31.12.2022
The outdoor advertising campaign for Musti and Mirri took creativity to another new dimension, with an impressive execution brought to a large crowd at an official New Year's Eve event. The implementation was also visible in the city centre on our wider City Digital media screens. The campaign aimed to remind people to celebrate responsibly in the midst of a stressful day for pets.
"The idea for the campaign came from the simple insight that New Year's Eve celebrators and dogs who suffer on New Year’s Eve never meet the people celebrating - dogs hide in their homes on New Year's Eve. This way, the problems caused by fireworks are not seen by the festive crowd. Fortunately, there are outdoor advertising spaces on the streets where the virtual Black Dog could be brought," say campaign designers Aleksi Erma and Erno Reinikainen.
In addition to outdoor advertising, social media was used in the campaign. Contextuality and the right media channels are key factors in the success of the campaign.
"Outdoor advertising and social media were extremely important media for the campaign. Only those two channels are where the celebrations are happening, on the streets and on the phones that people carry with them," continues Aleksi Erma.
Dynamics made the fear of the dog real
The dynamic solution featured a 3D-effect dog that reacted to fireworks in real time. A decibel meter was also brought into the campaign, linking the noise from the fireworks to the dog reacting in the ad - as the noise increased, the dog showed its fear.
"The dynamic adds impact and authenticity to the ad. It is quite different to see a poster educating about the harm of fireworks than to experience a dog's fear and reaction to fireworks in real time," adds Erno Reinikainen.
Successful collaboration and impressive execution led to great results
The objectives were achieved in an exemplary manner, both in terms of the penetration of the main message and brand building. The campaign was widely noticed and praised by pet owners. It was also noted to have brought about a positive change in the way fireworks were set off. In addition, the campaign had a positive impact on Must and Mirri's image metrics.
"The cooperation went very well and we appreciate Bauer Media Outdoor's willingness to throw themselves into ideas that test the boundaries of outdoor advertising and innovate it in new directions," summarise Aleksi Erma and Erno Reinikainen.
The campaign gathered great achievements
The "I'm scared here" campaign won an honourable mention in the Best Campaign category at the Grand One 2023 Awards. The campaign was also honoured at the IAB MIXX Awards 2023, which rewarded digital marketing talent and innovative implementations. The campaign was the unanimous winner in the category Best Marketing Package for Emerging Digital Channels.
"It's a time and place targeted, immersive brand execution that reacts in real time and at lightning speed to real world events. Above all, it creates a powerful and emotional experience, building a strong reputation for brand accountability," comments Lassi Tolonen, IAB MIXX Awards Chief Judge for the Best Emerging Digital Channel Marketing Package category and CDO & Regional Director, Bauer Media Outdoor.