As part of a repositioning of the Vets4Pets brand that we developed and rolled out across a two-year period, we explored suitable experiential opportunities that would enable us to change perceptions of the brand.
The brand was perceived to be cheap and was largely untrusted. Our challenge was to change those negative perceptions and build trust that was centred around the real vets who are at the heart of the business.
4% increase of visitors to website on show days
We felt that DogFest, a show fronted by Noel Fitzpatrick (Channel 4’s Super Vet) was the perfect fit for the national veterinary brand. The show enabled our client to engage with over 50,000 highly engaged pet owners across two weekends in the north and south of the country.
We created a bespoke environment for the show that put the brand’s real vets right at the heart of the activation by offering free dog health checks to all visitors, performed by Vets4Pets. This was supported further by an interactive learning zone and a VIP viewing platform for visitors to watch Noel deliver his keynote speech.
Over 2,500 free health checks performed
The power of face-to-face conversations at the event resulted in over 2,500 free health checks being performed, further resonating our brand value of real vets.
Visitor feedback was overwhelmingly positive about the people and the brand, as the information provided was deemed to be extremely useful and of value.