Our client Sony Pictures wanted a meaningful partnership to promote its film, A Street Cat Named Bob, to animal lovers. Sony Pictures was keen to partner with a company which echoed the film’s animal-focused values, rather than a quick and easy cross-promotion.
We approached MedicAnimal, a pet shop with a reputation for supporting various animal charities, and the two companies started to work to together on a campaign with the tagline “Save a Bob or Two with MedicAnimal”. The company pledged 5% of UK revenue to the Wood Green, a cat and dog rehoming charity, for the duration of the campaign.
We created assets to promote a two-week outdoor advertising campaign, including the following:
150 16-sheet posters and 3,000 tube card panels on the London Underground and banners across the MedicAnimal website
Four messages to MedicAnimal’s email database
Featuring content from trailers and press kits alongside interviews from key MedicAnimal and Wood Green staff.
The campaign was promoted on MedicAnimal’s following channels.
Facebook (18,119 fans)
Twitter (3,737 fans)
Supporting the campaign was two competitions. The first comprised of four “Ginger Tickets” placed in random MedicAnimal online orders. Three of the tickets granted the winner a private screening of the film for the winner and up to ten friends. The fourth granted the winner a weekend in London for two, themed around A Street Cat Named Bob.
The second competition, Bob’s Baubles, used social media to give out clues relating to hidden baubles on the MedicAnimal website. Winners would receive a variety of prizes including Sony Electronics items and copies of the A Street Cat Named Bob soundtrack.