Battersea's digital dog 'follows' shoppers in outdoor campaign

Battersea Dogs and Cats Home have today launched a new form of digital outdoor advertising in which a dog on a billboard appears to follow shoppers as they walk past.

Battersea Dogs and Cats Home: runs outdoor campaign
Battersea Dogs and Cats Home: runs outdoor campaign

#LookingForYou from #LookingForYou on Vimeo.

Created by OgilvyOne UK as part of the charity’s "#LookingForYou" campaign, the billboards are activated by a tag contained in leaflets which are handed directly to passersby at the Westfield Stratford shopping centre in East London.

As people walk past the outdoor billboards, an RFID tag within the leaflet starts a video of Barley, a former Battersea dog, who begins to interact with the viewer.

OgilvyOne collaborated with Exterion Media to carry out the project, while the dog was brought to life by Framestore, a creative studio which won an Oscar for its work on the movie Gravity.

Carly Whyborn, the head of operations at Battersea Dogs and Cats Home, said: "We're very excited about the #Lookingforyou campaign – as a nation of dog lovers we're hoping it strikes a chord with people.

"Battersea rehomes animals all over the UK and beyond and this could help encourage people to choose to rescue a dog. We're using innovative technology in a way that has never been seen before, and we hope more of our abandoned animals find loving homes because of it."

A #LookingForYou campaign video was produced by Creation Company Film, while RFIDiom and Exterion Media worked with OgilvyOne on producing.

Emma de La Fosse and Charlie Wilson, joint chief creative officers at OgilvyOne UK, said: "We all know that homeless dogs follow you around.

"So we are using technology to create a truly engaging experience at Westfield to help Battersea rehome even more dogs in 2015."