PET EXCHANGE REGISTER
Background: Buying pets from unwarranted sources is becoming a bigger and bigger issue, particularly on sites like Gumtree and Facebook marketplace.
But people don’t pay an awful lot of attention to registries. It’s not until it’s too late that they wished they’d looked up the source number.
Task: Give people an incentive to find out the origins of the pet they’re about to buy online.
Insight: We all like to give our pets personalities.
Prop: Know where your pet got their personality from.
Banner ads when people search for pets on Gumtree
Social media posts when people have been searching for pets on Facebook marketplace
YouTube pre-roll ads when people look up 'pet fail' videos and have been searching for pets online
GUMTREE BANNER ADS
When users search for pets on Gumtree, they'll be served banner ads in the search results and on the individual item pages.
When users have searched for pets on Facebook marketplace, Sponsored ads from Animal Welfare Victoria will appear in their newsfeed.
Preroll ads will play before ads for funny pet fail compilations when a user has been searching for pet adoption online.