BCC - Dog Registration Campaign
Background
Brisbane City Council’s Compliance and Regulatory Services needed a strong campaign identity that would encourage residents to be proactive and responsible owners and register their pets. The Council commissioned Brio Group to create a campaign that would achieve cut through in a cluttered and fragmented market.
We created
Campaign Look & Feel / Tagline / Illustrations / Copywriting / Brochures / Posters / Shopping Centre Displays
Teams Involved
Brio Design
Brio Advertising
Objectives
The campaign needed to appeal to a broad target audience and inform and educate lower socio-economic areas where dog registrations were sparse. The messages needed to be clear and easily understood: register your pet to keep them safe and avoid a fine. The campaign was required to work across a range of collateral from shopping centre displays to brochures and posters. The dog and cat breeds needed to be non-specific to cater for the vast range of breeds across the suburbs of Brisbane. However, according to research, the brindle staffy is the most popular dog in Queensland, so Brio Group suggested to model the illustration loosely off the popular breed.
Strategic Approach
Using the demographic information and market research we developed a concept that revolved around ‘Reggie’ and ‘Regina’ the registration dog and cat. We developed the catchphrase ‘lost dogs become found dogs with Council’ to position Council as ‘helpers’ rather than authority figures. We developed a secondary message ‘harness the power of the blue tag’ which made the quite plain and uninspiring blue tag, that the pets are required to wear, a powerful and iconic object that gives protection to its wearer. We illustrated all elements to keep the breeds non-specific and appeal to children as well as adults. The comic-book style is fun and non-threatening, shown in the speech bubbles and comic strip (which told the story a dog losing its way but being found by a neighbour thanks to his blue tag). We created an innovative shopping centre display in conjunction with Digital Ink in which Reggie could be placed on top or removed and placed on the ground when shopping centre height restrictions meant the display couldn’t stand over 1.4m high. Reggie was cleverly attached to the display by a chain around his collar (like a real dog) and brochures were contained in clear plastic holders on either side of the display for those wanting to read more.
Results
The campaign was a success and the creative was well received and continues to be used now. Dog registrations have increased and education around the process improved.
Design
Digital
Advertising
