Canine curiosity has led to a rare discovery on the shores of Rose Bay Beach this week as dogs on their regular morning walk sniffed out and dug up a gigantic bone.
The PR stunt, created by The General Store, was to launch Australia’s newest and happiest online pet store, Swaggle.
The unearthing of this mysterious bone captured the imagination of locals and visitors as their dogs set off a flurry of excitement, roving the sands and digging away at the huge bone. But dog owners soon realised that this discovery was part of a hidden event – the Swaggle Hunt.
Tails wagging and noses to the ground, dogs dug up and won a range of Swaggle products and treats themselves. The grand prize was eventually uncovered, valued at $2000, allowing one furry friend and their owner to enjoy products, treats and toys from the Swaggle website.
Swaggle head of marketing Emma Wynne said Swaggle is all about delivering pet happiness.
“And making your pet parenting journey easier via our petsonalisation engine, along with Australia’s leading brands, free vet advice and features like 30% off your first Auto-Delivery. What better way to celebrate pet happiness than with a fun-filled Swaggle Hunt, digging up a giant bone with tonnes of happy pets and pet parents,” she said.
The General Store CCO Marcus Tesoriero said it’s no secret that dogs love bones.
“That’s why we wanted to create the biggest one possible to give a bunch of dogs the best darn day of their lives,” he said.
“I just love the irony of the idea. Dogs literally helped dig up and unearth the Swaggle brand themselves – a fun launch for Australia’s happiest online pet store.”
At a brand level, Swaggle has developed an online shopping experience for pets with their ‘petsonalisation’ offering, created to enable pet parents to easily find and understand the most relevant products at the best value for their pets, no matter what age, breed, or life stage.
Swaggle Hunt is part of a wider integrated campaign for Swaggle on BVOD, social and outdoor by The General Store and Hatched to help pets find their ‘Swaggle’ and deliver happiness to their door.
Credits:
Client: Swaggle
Head of Swaggle: Chad Burke
Head of Marketing: Emma Wynne
Digital Marketing Manager: Elena Richards
Performance & Growth Marketing: Luke Sabatini
Creative Agency: The General Store
Chief Creative Officer: Marcus Tesoriero
Creative: Daniel Li
Creative: Mitchel Taylor
Agency Partner & CEO: Matt Newall
Managing Director: Sophie Lander
Group Account Director: Andrew Henderson
Senior Account Director: Kiki Jones
PR: Venus Landero
Producer: Kieran Dean
Director of Photography: Ben Forrest
Photographer: Charlie Grant
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