BADBOYSFrom

SAVE DOGS

In Viet Nam, 60% people raising dogs eat dog meat

PASSIVE

75%

ACTIVE

25%

- Only eat when being invited by

their friends or eating with their

families

- Do not consider dog meat as

their favourite food

- Caring about their dogs

- Actively going to dog meat

store or buying dog meat back

home

- Consider dog meat as their

favourite food

- Do not care about their dog

Hard to change their

behaviour

Potential for changing their

behaviour

Source: Vietnamese care for Pet 2014

WHAT HAPPEN?

WHY?

WHY?

INSIGHT

There are people who used to eat dog meat BUT do not any more

FACT

They saw the fear of the dogs before being killed so

they don’t want to continue eating dog meat

They feel pity for the dogs

They feel compassionate whenever they see the fear of their

closest domestic animal before being killed

At the moment I see the fear before being killed of

the closest domestic animal, I feel compassionate

STRATEGIC APPROACH

Then, execute Trade Marketing to

attract the target’s attention at

POP, call to buy Pedigree in order

to meet the business goals and

spread out the current campaign

Reappear the dogs’ fear before

being killed to trigger target‘s

compassion, to urge into action

Primary Target

PassiveSecondary Target

Dog Lover

- Age 18 – 30

- Using the Internet frequently

- Only eat when being invited or

eating with their family

- Do not consider dog meat as

favourite food

- Caring about their dogs

- Using the Internet frequently

- Loving dog

You can choose

Your choice can change dog’s life

BIG IDEA

MESSAGE

THE SECRET BEHIND DOG MEAT DISH

Day 1: was stolen from home

Day 2: was being carried in an iron cage

Day 3: saw the killer stepped in

Day 4: witnessed his friends being killed

Then, The Clip will show 2 constrast pictures

Die or Save

Each day, Việt Nam has about 13,500 similar stories

WOULD YOU AGREE WITH PEDIGREE TO CHANGE THE DOG’S LIFE LIKE LU?

Thanks for your vote - Lead to FANPAGE Continue to convince by giving STRONG FACT

YES

Last day: “Today,

I do not feel scared anymore because…

NO

WIFI MARKETING- Set up Wifi Free near dog meat

stores in 6 big cities

- Wifi: Fast, Strong and Free

SUPPORT

Dog meat Stores

- FB Ads

- Youtube Ads

- KOL

Viral Clip

- PR:

+ Kenh14.vn

+ Zing.vn

+ tuoitre.vn

+ vnexpress.vn

Key channel

I choose save dogs,

I choose

10.000

VND

Support Save

dogs Fund of

Pedigree & ACPA

Each day, in Viet Nam,

there are about 13.500

dogs facing the fear

before being killed

Modern Trade - Supper Market: Lotte

Mart, Big C, Co.op Mart

- PetStores

- Introduce Campaign

- Focus on introducing

puppy food

TRADE MARKETING

THANK YOU