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Jan Vendelbo, Director at Spies has a dog himself and is a fan of this campaign that launched in June as it has attracted over 33.000 people to sign up for the competition to win a dogcation, and Spies has sold over DKK 50 million trips with the "pets discount via Dogcation."
“So the insight we have built Dogcation on seems to be spot on. It is a real challenge to go on holiday when you have a pet. ”
The film which launched the competition and concept shows how pet owners worry about their furry friends when they take a vacation, shouldn't pets get one too? And if they can't win a dogcation, they can get a 1000 DKK in pets discount that they can then give to the person who pet sits for them, as announced in the clip by Petter Stordalen, the owner of Spies.
“We have taken as our starting point a universal human insight, which is backed by a major study in all the Nordic countries. I am sure that part of the explanation is that we consider consumers as the right people they are, and not just as a target group in an Excel sheet, ”says Heinrich Vejlgaard, partner and creative director, Robert / Boisen & Like-minded.
“We always work "from the outside in" and not the other way around. So, we start with the real issues, instead of just firing up a droning sales spiel. That way, the advertising can become an opt-in and not an opt-out. ”
Ad Agency: Robert/Boisen & Like-minded
Creative Director: Heinrich Vejlgaard and Rene Sohn Kammersagaard
Strategy: Søren Christensen
Project leader: Gitte Andersen
Production company: Bacon / Gobsmack Productions
Director and VO: Peter Harton
DOP: Rasmus Videbæk
Editor: Anders Jon
VFX: Welcome Post / Gobsmack Productions
Grader: Lasse Marcussen
Sound design: Ole Krogstad
Composer: Asger Baden & Peder
Producer: Samuel Cantor
Post-production: Welcome Post / Gobsmack Productions
Dog owner actor: Michael Gade Thomsen