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Battersea Dogs & Cats Home worked with Ogilvy One UK to use ad tech to create an emotionally engaging out-of-home campaign.
Taking place in one of Europe’s biggest shopping centres, radio frequency identification (RFID) technology and interconnected digital billboards were combined with creative of a stray dog who would ‘follow’ shoppers around Westfield Stratford.
Leaflets with wafer thin RFID tags embedded within them were handed out to shoppers. The RFID tags made them discoverable by sensors around the shopping centres. This then triggered Barley, an ex-Battersea dog, to appear on digital screens as the shopper passed them.
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