Innovative Sidewalk Robots Deliver An Inspiring Message To D.C. Residents: ‘Help Pets And Their Families Stay Together.’
Sponsor: The Humane Society of the United States and Maddie's Fund
Facts
97% of pet owners consider their pets family members.
The Challenge
There is nothing like the unique bond pets and their people share. But when pet owners face unexpected challenges in life, so do their pets. There is no gesture too small or too big to help keep pets and their people together—whether it’s donating a bag of kibble, sharing a post of a lost pet, or welcoming a foster pet into your home, every bit of kindness counts.
This campaign seeks to raise awareness of the acts of generosity we can all take to help pets and families in our communities remain together, where they belong.
Our Solution
The Ad Council partnered with Nickelytics and Kiwibot to execute a hyperlocal and engaging out-of-home advertising campaign on an innovative new format: sidewalk delivery robots. The “Pets and People Together” PSA creative was wrapped around 5 Kiwibot Delivery robots in Washington, DC on Howard University’s campus.
The creative message “Be a Helper” caught people’s attention as their food was being delivered by these eye-catching robots, inspiring them to help pets and families in their communities. Using real-time GPS data from the delivery robots and consumers’ mobile devices, the campaign could accurately measure the reach and impact of the PSAs.
Results
The campaign ran for one month from August 1 - 31, 2023, and reached 140k people. The delivery robots drove around the high traffic areas of Howard University’s campus, covering over 130 miles.
Each delivery robot had a custom flag with a QR code directing people to our campaign website and during this time period we observed an increase in overall website traffic. Additionally, the campaign created great buzz with pickup in major national news and marketing publications including OOH Today and MarTech Series.
PARTNERSHIP ELEMENTS
- Developed and produced custom “Pets and People Together” creative to wrap around 5 autonomous delivery vehicles at Howard University in Washington, DC.
- Developed custom flag with a QR Code to drive people to campaign website.
- Developed press release for campaign to be promoted across marketing publications.
- Provided real-time GPS location and digital measurement capabilities to understand the reach and impact of the ads.
Partner With Us
Our capabilities are vast and potential opportunities endless. We would love to partner with you to tell a great story for your brand and our campaigns. Let's develop custom solutions that bring social impact to life on your platform.