Penny Bow-Vouchers

Direct marketing/2018/serviceplan

The first dog food vouchers fetched personally by dogs.

Situation: Penny, Germany's largest discount supermarket chain, regularly advertises great deals on dog food. But out of hundreds of special offers every week, few reach the intended target audience.

Idea: Instead of addressing the dog owners, we directly reached to the real audience: The dogs. We did this through discount vouchers in form of red rubber balls strewn around parks for dogs to find and play with.

Execution: We scattered 1000 balls across all dog-walking parks in Hamburg. Dogs of all sizes found the Bow-Vouchers, played with them, and brought them directly to their masters. They could then be used as a discount voucher on dog food at all local Penny Markets.