TL;DR We made tick season something to care about for urban dog owners, by shocking them with an adoption shop that showed some local city ticks looking for 'furever homes.'
THE MARKETING ASK: Drive trial of K9 Advantix II amongst urban dog owners.
THE COMMUNICATIONS CHALLENGE: Studies showed urban dog owners thought ticks only appeared in rural areas.
THE UNLOCK: Pet adoption was a cultural craze for urban-dwellers during the COVID-19 pandemic.
THE STRATEGIC OPPORTUNITY: Show urban dog owners that local ticks are looking for 'furever' homes too.
THE CAMPAIGN IDEA: Tick Adoption Centre
A stunt takeover that created a real pop-up shop downtown Toronto, across from Trinity Bellwood's Park, where visitors could see real local ticks "up for adoption," as well as learn about the rise of tick encounters in urban regions like Toronto, and the benefits of using a product like K9 Advantix II.