Standing above the others....

Summer movie slates are ALWAYS studded with blockbusters and 2016 was no different.

But the release of The Secret Life of Pets also faced another challenge: we were launching this original film in a season that included several highly anticipated family franchises'€¦ also featuring animals!

Secret Life of Pets BT

Standing above the others....

Summer movie slates are ALWAYS studded with blockbusters and 2016 was no different.

But the release of The Secret Life of Pets also faced another challenge: we were launching this original film in a season that included several highly anticipated family franchises'€¦ also featuring animals!

Secret Life of Pets BT

Connect with Pet Lovers...

To create a more extensive audience opportunity, we tapped into an emotional connection with ALL PET LOVERS'€¦ not just families!

This is how we differentiated from the other '€˜legacy' franchises that already had equity with the highly-coveted family audience.

Pet Lovers identify strongly with the personalities of their animals and there is an intense bond people build with pets. So much that they are considered part of the family.

Inspired by the movie's tagline '€œEver wonder what your pets do when you're not home?'€, we devised a way for Pet Owners to connect with their animals even when they aren't home.

shm_300x60_v2

Connect with Pet Lovers...

To create a more extensive audience opportunity, we tapped into an emotional connection with ALL PET LOVERS'€¦ not just families!

This is how we differentiated from the other '€˜legacy' franchises that already had equity with the highly-coveted family audience.

Pet Lovers identify strongly with the personalities of their animals and there is an intense bond people build with pets. So much that they are considered part of the family.

Inspired by the movie's tagline '€œEver wonder what your pets do when you're not home?'€, we devised a way for Pet Owners to connect with their animals even when they aren't home.

shm_300x60_v2

Partnerships ...

By reimagining the primary use of Rogers' Smart Home Monitoring product, we were able to transform the use of the technology to create a window into the home for Pet Owners to see what pets are doing, in real time, while they are away.

Through a partnership with Rogers Media, we built a multi-channel approach, conveying to pet lovers that The Secret Life of Pets will satisfy their curiosity about what pets get up to when they aren't home.

We created co-branded content to seamlessly integrate animated movie footage with live action shots to re-position the Smart Home Monitoring product as a pet-watching tool.

This integrated execution was a Canadian FIRST of its kind for client, agency and media partner.

We not only provided Pet Owners the opportunity to look into the real secret life of their pets with Smart Home Monitoring, but through this engagement, we replicated the concept of the movie for Pet Owners'€¦ IN REAL LIFE!

Secret Life of Pets SHM

Partnerships ...

By reimagining the primary use of Rogers' Smart Home Monitoring product, we were able to transform the use of the technology to create a window into the home for Pet Owners to see what pets are doing, in real time, while they are away.

Through a partnership with Rogers Media, we built a multi-channel approach, conveying to pet lovers that The Secret Life of Pets will satisfy their curiosity about what pets get up to when they aren't home.

We created co-branded content to seamlessly integrate animated movie footage with live action shots to re-position the Smart Home Monitoring product as a pet-watching tool.

This integrated execution was a Canadian FIRST of its kind for client, agency and media partner.

We not only provided Pet Owners the opportunity to look into the real secret life of their pets with Smart Home Monitoring, but through this engagement, we replicated the concept of the movie for Pet Owners'€¦ IN REAL LIFE!

Secret Life of Pets SHM