Implicit endorsement through placement 06/05

A MediaCom-created medium opens doors for brand

CHALLENGE

• Cesar was introducing a new variant to their dog food, but faced an enormous challenge:  our target group did not easily trust advertisements for dog food.

THE MEDIACOM DIFFERENCE

• Small dog owners treat their dogs like children.

• Besides their vet, only their grooming expert – who helps to pamper their pet as much as they do – was a trusted advisor and expert.

• We conquered a new medium to reach our target:  dog grooming salons.  Posters, floor displays, raffles and samples helped to gain the implicit endorsement of the grooming salon experts.

RESULTS

• We reached our prime prospect – 77% of customers are small dog owners.

• 50.000 samples were distributed via endorsement of dog salon owners.

• We generated 13% response rate to our raffle & 6.000 new and qualified addresses.

• In addition, we convinced dog salon owners who are very important for Cesar as multipliers – 88% would take part again.