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Battersea digital dog follows shopper round Westfield

Wednesday May 6, 2015 at 3:46pm
Battersea Dogs & Cats Home has launched its most ambitious outdoor campaign yet, with digital billboards at Westfield Stratford City featuring a dog who follows people around the shopping centre. People visiting Westfield Stratford City in East London are handed specially-designed leaflets which contain an RFID tag. As they walk past the outdoor billboards around the shopping centre, the leaflet activates the screens and Barley, a former Battersea dog, appears to be following them round and starts engaging with them. In what is claimed to be a world first in outdoor advertising, the #Lookingforyou campaign has been developed and created by customer engagement agency OgilvyOne UK in collaboration with Exterion Media. The objective of the campaign is to highlight Battersea Dogs & Cats Home’s continued mission to rehome its dogs, using innovative technology to engage emotionally with passing shoppers. Battersea Dogs & Cats Home anticipates the emotional engagement people experience with Barley generates heightened awareness of rehoming its dogs. Barley was brought to life by Framestore, the BAFTA and Oscar winning creative studio behind award winning movies such as Gravity and Paddington. A #LookingForYou video highlighting the campaign has been produced by Surrey-based production agency Creation Company Films Limited. RFIDiom and Exterion Media collaborated with OgilvyOne UK to provide the technical solution, resulting in an immersive and captivating experience. The #LookingForYou campaign video can be viewed at lookingforyou.org.uk Emma de La Fosse and Charlie Wilson, joint Chief Creative Officers, OgilvyOne UK, say: “We all know that homeless dogs follow you around. So we are using technology to create a truly engaging experience at Westfield to help Battersea rehome even more dogs in 2015.” Carly Whyborn, Head of Operations at Battersea Dogs & Cats Home, says: “We’re very excited about the #Lookingforyou campaign – as a nation of dog lovers we’re hoping it strikes a chord with people. We’re using innovative technology in a way that has never been seen before, and we hope more of our abandoned animals find loving homes because of it.”
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