The Vet market is an audience traditionally reluctant to embrace Montego. The reasons range from preconceived notions, a lack of exposure to the facts, as well Montego not playing “the incentive game” with the same extravagance as other premium pet food brands.

To access this elusive market, we formulated a water-tight case for stocking reasonably priced, yet high quality, Montego in our declining economy. We then created a video, merging stop motion animation (photographed entirely in-house) with digital animation. To ensure maximum viewing of the video as well as audience participation, it was delivered on key-shaped Flash Drives in a box that featured integrated audio technology. Once opened, a voice emanating from the box explained what was on the Flash Drive and how watching it would enable them to participate in a lucky draw to win a Ford Ranger.

The campaign was a success by all accounts, with some vets immediately ordering Montego stock resulting in a 32% increase in sales to the Veterinary market in 2016. For the others, the seed was planted. To change minds, it takes time, effort and Genuine Creativity.

August 2016   |   Concept, Creative Direction, Art Direction, Copywriting, Photography Styling, Illustration, Account Management, Production Management.

© 2017 Neighbourhood Creative. All rights reserved. Made with genuine creativity by the Neighbourhoodlums.

  |   Concept, Creative Direction, Art Direction, Copywriting, Photography Styling, Illustration, Account Management, Production Management.