MINI has long been a supporter of the SPCA so we were tasked with creating a campaign on a low budget that would really capture the imagination and secure editorial column inches. Driving Dogs was born and become one of the most successful PR campaigns of the decade, going “viral” across the globe.
Commenting the client said: “The campaign has been a monumental success with people talking about SPCA rescue dogs in news and social media, all over the world. The Letterman show, BBC, Graham Norton, plus a live broadcast on Campbell Live which captured the Nation’s attention. We hope the fact that Porter, Monty and Ginny have learnt to drive a MINI Countryman will encourage people to make the SPCA the first choice when adopting a dog.”
This campaign secured multiple PR awards including Cannes Lions, PR Week Asia campaign of the year, Spikes Asia Grand Prix and Clio awards. It also swept the board at PR shows locally, and importantly all dogs were adopted during the campaign period from the SPCA.
Tags: Media relations, Marcomms PR, Writing & Editorial, Content Marketing, Content Creation, Activations/events, Reputation and brand management, Content mapping