Dogfriendlyco
Dogfriendlyco Ad 2
Dogfriendlyco · Ad 2 · Flopped
Breakthrough Memo
While scrolling I saw a new futuristic format that I wanted to test for DogFriendlyCo. I knew I wanted to test a new format for an angle that needed more formats in the ad account.
She had been hearing her dog coughing for a few days now and is concerned. She may already use a harness because she is concerned about straining her dogs neck. However she doesn't know the wrong harness can damage her throat because it can slide up onto the dog's throat. My goal was to educate that customer through a concept that mirrors her journey in coughing and putting tracheal damage as the consequence.
My learnings
I feel like my execution was not the best. The ad I took inspiration from did better on execution by isolating the 3D animation and putting more urgency behind it with music.
Also the angle I was going after was that the coughing and most of the ad doesn't mirror this. I think a text on screen format with sad music in the background would have done better and really agitating on the coughing instead of this concept. I know that format does well with topics that are more senstive. It would also create more trust when showing we understand the topic and create authority.
So the concept was not good for the message I wanted to communicate.
In terms of the format I would test it again but isolate the 3D animation and make execute it better by making the visuals better, applying faster type of music. Mostly for a different angle that fits the format more.
What I'd Do Next
Create another format that communicates the message better and builds trust with the prospect. I would also do more research to really understand the customer more because when I made the ad I didn't.
Create a shorter, faster-paced version that isolates the 3D animation for a different angle.