CONTAGIOUS INSIGHT /
Reason for consumption / The primary function of this campaign is to show how easy it is for pet illnesses to go undiagnosed. The agency reported that out of the 2,500 tests conducted, 1,024 of them revealed a hidden health issue. A recent survey by insurance company, MORE TH>N, revealed that 80% of owners describe their pet as a member of the family. Yet, research conducted by Purina shows that over 1 million owners skip the annual visit to the vet in France every year.
If pet owners don’t realise that their dogs have a illness, they won’t then be in the market to purchase a Purina Pro Plan product to tackle this health problem. By reminding pet owners of the importance of taking their dog’s health seriously, Purina is increasing the likelihood for the diagnosis of health problems, and therefore treatment in the form of its specialised food.
In recognising that not enough people are taking their pets to the vet for their annual check-up, Purina has made the check-up come to the pets. ‘We wanted to raise awareness on the importance of veterinary check-ups, but also to offer a solution that fits in the daily lives of pet owners - the daily walk on the street or in the park,‘ said Véronique Herman, marketing manager specialist at Nestlé Purina Pet Care.
Trust the experts / The Street-Vet billboards help position Purina as an authoritative voice in the field of dog health. Purina’s instant health checks, created in partnership with a scientific institution and a vet clinic, demonstrate its expertise and improve consumer trust in the brand. By providing the diagnosis in a novel and scientific way, Purina is suggesting that the thinking that goes into its pet food is equally sophisticated.
Personalised pet food / By giving people a unique analysis of their own pet’s health, Purina is able to tailor its product push with information that is relevant to exactly what each dog owner might be interested in. A report by customer data company Segment from 2017 showed that 49% of consumers go on to purchase a product that they were not intending to buy after receiving a personalised brand recommendation. Rather than just throwing out a barrage of medical facts about the benefits of all its products, Purina’s Street-Vet billboards identify one problem that is affecting that person’s pet and then provide a solution to that issue.
