Sydney Dogs & Cats Home: Fur DM

The Sydney Dogs Home also re-houses cats. Or tries to. But because of their name, no one associates them with cats. As a result over 65% of cats were being put down. So the Sydney Dogs home changed its name to the Sydney Dogs & Cats Home. This DM was sent to media influencers to make them aware of this change in the hope that it would generate free media coverage. Within the first week of mailing, five articles had been written and a story was run on a local current affairs TV program (free coverage worth $85,000 from a mailing costing a total of $269).

Advertising Agency: M&C Saatchi Sydney
Via: directdaily

33 comments

Rog's picture
Rog
6094 pencils

Gorgeous little idea with a sharp media strategy.
Clever move renaming the organisation too. Woof!

>>>> That's not an ad. THIS is an ad.

jmcho's picture
jmcho
278 pencils

awesome idea. getting a piece of fur in the mail will grab anyone's attention.

picturejockey's picture
picturejockey
658 pencils

Goes to show that if you have a will, the means will follow.

http://www.picturejockey.com

Fallon's picture
Fallon
110 pencils

amazing

Slashh's picture
Slashh
294 pencils

THIS is what advertising is supposed to be doing.

Rog's picture
Rog
6094 pencils

Australia! Australia! Australia!
We love you! Amen! Crack a tube!
Pssshhhhht!

>>>> That's not an ad. THIS is an ad.

washiam's picture
washiam
445 pencils

cool works

Fallon's picture
Fallon
110 pencils

The real Saatchi & Saatchi surfaces. Cheers.

Yokel's picture
Yokel
604 pencils

These are the clients were provocative, innovative ideas don't get turned away at the door; small businesses, NPOs &c.
Nice work.

jennywhx's picture
jennywhx
1142 pencils

Amazing idea. i love this so much, hope to get one of this mail.....

Desi's picture
Desi
1052 pencils

Finally some meaniful PSA advertising. clap clap.

Minimum's picture
Minimum
1496 pencils

Best one of the last couple af weeks.

---
...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam

addyhoch10's picture
addyhoch10
2592 pencils

very nice and apparently, very effective.
hope this mailing's not shedding.

A. J. SMITH's picture
A. J. SMITH
2838 pencils

AWOOOOOOOOOOWOOOOOOOOOWOOOOOOOOOWOOOOOO

I like it alot, I like dogs and cats too.

Great use of DM

Meeeeeeeeeeeooooowwwwwwwwwwwwwww

BUGGERS

popdistortion's picture
popdistortion
1594 pencils

Finally. Stuff that is worth waiting for. When client and agency are passionate about what they do only great things can happen.

k-rocka's picture
k-rocka
428 pencils

Hopefully the fur wasn't of the animals that were put down. Kidding. I'm sure it was fake fur.

Joe76's picture
Joe76
772 pencils

Really nice work! I love it. Congrats!

Disco Munky's picture
Disco Munky
3900 pencils

Pass the shovel and step.

This is not that amazing. The effect it turned out to have was good, but chances are that they would have got media coverage pretty much regardless. Nobody signs off on that amount of free advertising without something else on the table.

I don't buy that this was that effective. There was more to it I'm sure.

.........Henry. Jones. Junior! We named the dog Indiana

Doin' it for the points

ellehcimeo's picture
ellehcimeo
3522 pencils

I would come home from high school, exhausted from rowing training and maths, and I would call out "Where are my girls? Where are my girls?" My two beautiful and loving siamese cats would come running, bumping their heads on my legs. I would pick each one up, hug them and smell their beautiful kitty smell. Sometimes, I'd pick them both up at the same time and be overwhelmed by the purring. Then, one would stay wrapped around my neck and shoulders, and the other would dangle lengthwise from my arm, pressed to my torso.
Happiness is kitties.

Rog's picture
Rog
6094 pencils

Do you have 'talkative' Siamese, elle?
We have a strapping lad called Bert who will have a conversation with you...
while he's draped over your shoulder.
Love ém.

>

>>>> That's not an ad. THIS is an ad.

ellehcimeo's picture
ellehcimeo
3522 pencils

Yessssssss! We would have all kinds of conversations. Fashion, world events, politics, why Johnny didn't like Suzy anymore.
Bert. That's a great name.
Mine were Pussywillow (Peewee for short) and Martini. *sigh*

Disco Munky's picture
Disco Munky
3900 pencils

Seriously, those were their names?

.........Henry. Jones. Junior!........I like Indiana....... We named the dog Indiana

Doin' it for the points

ellehcimeo's picture
ellehcimeo
3522 pencils

Yeah. I was ten when I named Peewee. My brother, influenced by my dad, named the other one Martini. Dad was hoping he could convince me to name Peewee Rossi. I was a very stuborn and independent 10 year old.

Minimum's picture
Minimum
1496 pencils

soo cute!
I want to be in those arms too! Or am I a bit too sticky now? :P

It is a very good media use. This will be noticed and not thrown away that fast like we do with normal advertisement we receive by mail.
---
...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam

---
...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam

ellehcimeo's picture
ellehcimeo
3522 pencils

That all depends on what I see in my Inbox Mr. :(

Disco Munky's picture
Disco Munky
3900 pencils

That's what she said!

I watch way too much tv

.........Henry. Jones. Junior!........I like Indiana....... We named the dog Indiana

Doin' it for the points

Minimum's picture
Minimum
1496 pencils

That is being taken care of, sweet.

---
...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam

ellehcimeo's picture
ellehcimeo
3522 pencils

puurrrrr purrrrrr!

Punch's picture
Punch
614 pencils

Y que pasaría si en lugar de mandar un trozo de piel (que da la impresion
de haber mutilado al gato), enviaras una caja con el sonido de un gato
triste y el copy te dijera que hay más de un gato buscando una familia
que le brinde un hogar?.

El diseño exterior. Me gusta.
La idea. Me gusta.
El trozo de pelaje mutilado. NO!.

"Aquí también se opina en español".

"no silencies lo que no sabes expresar".

Username's picture
Username
153 pencils

So a cat has to die to use its fur for promoting pet's adoption???

Rog's picture
Rog
6094 pencils

A worthy cause, don't you think?
Who says 'recycled creative' won't work.

>>>> That's not an ad. THIS is an ad.

Chris's picture
Chris
1987 pencils

good job,

They avoided the cat-atstrophy!

mz521's picture
mz521
2 pencils

manhands.

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