[2014 부산국제광고제/GrandPrix] 유기견의 변화 운전하개~MINI의 'Driving Dogs'

 MINI의 'Driving Dogs' - 유기견 입양률을 높이려면?

2014 부산국제광고제에서 그랑프리(Grand Prix)를 수상한

MINI New Zealand와 SPCA New Zealand의 'Driving Dogs' 작품입니다.

유기견들을 위한 재미있는 캠페인 'Driving Dogs'를 소개합니다~

 'Driving Dogs'는 유기견들이 문제가 있어 버려진 것이란 오해를 풀기 위해서

MINI와 동물보호단체 SPCA가 시행한 캠페인 입니다.

 

유기견에게 운전을 가르쳐서 

그 영상을 뉴질랜드의 유명한 방송사에 보내고, 인터넷에도 올리는 거죠.

이 캠페인을 위해 선택된 세마리의 개들 Porter, Ginny, Monty.

차를 운전하기 위한 훈련을 받습니다.

MINI사는 이들을 위한 특별한 차량을 개발합니다. 바로 사진에 보이는 미니쿠퍼랍니다!

진짜 운전하냐구요? 

이 영상을 보시면 된답니다~ 멋지죠?!!뒤의 영상에서는 사람까지 태우고 운전하네요!
이 캠페인으로 뉴질랜드의 유기견 입양률이 늘어나고, 세마리의 개 모두 주인을 만나 행복하게 살았다고 합니다.이상 'Driving Dogs' 캠페인이었습니다!

Brand |  MINI

Agency | DRAFT/FCB

In New Zealand, the number of shelter dogs far outweighs interest in their adoption. 
As a long standing, but little known, supporter of NZ animal adoption charity SPCA, MINI wanted to help change this. The biggest barrier to dog adoption is the perception that shelter dogs are inferior to store bought animals. Most adoption advertising reinforces this by painting the dogs as victims, alluding to a troubled past. Strategy: prove people wrong by showing how smart these dogs really are.
Idea: teach 3 shelter dogs to drive the MINI.Yes, actually drive a real MINI. Sound unbelievable? We thought that’s what people would say. Dogs appear to drive in ads and movies all the time. But to change perceptions we’d need people to believe what they were seeing. So, we hosted an unbelievable live outdoor driving event hosted by the nations most credible influencer.
Our driving dogs were a global sensation, captivating hundreds of millions worldwide: - $20m+ in PR across 70+ countries - 100m+ reached through social media alone Meaning record NZ TV viewership of the live drive event (49% boost in viewers). The event changed perceptions: - People twice as likely to overcome their perception barrier once they’d seen the dogs driving - 113% increase in number of people with a positive perception of shelter dog behaviour Meaning NZ adoption interest increased 590% every SCPA dog was adopted. And increases in adoption interest reported across the world, including in the UK and US.