Case Study

Pets at Home
Retail

The Objective
The Pets at Home retail chain wanted to raise brand awareness,
and specifically, their in-store My Pet Pals workshop. The brands
target audience was families with children and they wanted to
deliver a campaign that targeted this audience as they were out
and about together. It was essential to deliver a campaign which
would be seen as playful and engaging, reflecting the fun nature
Goals of pet ownership.
Increase brand awareness
Drive footfall to stores The Strategy
Enhance brand perception A collaboration between the brand, Primesight, Carat &
Posterscope was undertaken to deliver a fully integrated strategic
solution.
Pets at Home utilised Primesights national network of panels in
cinema foyers. This was the perfect environment to reach families
in a fun environment, and one which provided extensive dwell
time to deliver an interactive campaign.

The Execution
Pets at Home harnessed the touchscreen functionality of the
Digital 6 sheets in the cinema foyers to produce an interactive
game for children. The game was designed by creative
technology company Grand Visual, who specialise in delivering
Digital OOH experiences.
As well as being a fun game to play, it promoted responsible pet
ownership, and simultaneously the My Pet Pals in-store workshop.

The Outcome
The campaign was a huge success. Following the campaign Pets
at Home experienced a 65% uplift in store visits from new
customers. The campaign also won significant praise within the
Out of Home media industry, winning Best Interactive Campaign
at the Daily DOOH Gala Awards in December 2016.
The cinema environment provided an excellent opportunity to
target the whole family. The interactivity of the screens capitalised
on foyer dwell time, allowing us to provide a deeper level of
brand engagement to our audience. Sam Grant, Group
Business Director, Posterscope
This campaign was a fantastic means of connecting consumers
with the brand in a playful and engaging manner, whilst
simultaneously promoting responsible pet ownership by
heightening awareness of the in-store My Pet Pals workshops.
Alex Sturgess, Client Services Director, Carat