MCM Media + Starcom creates ‘Underdogs’ online documentary series for Pedigree Adoption Drive
MCM Media, in partnership with Starcom MediaVest Group, has launched an 8-part online video series for Facebook and YouTube called ‘Underdogs’ to champion this year’s
Pedigree Adoption Drive – an annual national initiative to raise awareness of dog
homelessness in Australia.
Pedigree identified the importance of showcasing the real life stories of abandoned dogs
and had used this insight very effectively in past campaigns, including the MFA Grand
Prix Award winning campaign of 2010. This year, the challenge was to build upon that
concept and produce content that would have every dog lover in Australia talking about
the dog homelessness issue.
In response, MCM Media created Underdogs – a unique documentary series designed to
be shared via social media channels and to take the very real, very touching stories of
three groups of ‘underdogs’ to the nation to prompt action during this year’s Adoption
Drive.
The Underdogs web series takes the ‘real life stories’ concept to a new level, portraying
the emotional journeys of Gilbert, Tasha, Roy and Fez as they are rescued from the
pound by volunteer organisation “Pet Rescue”, moved to foster care and ultimately
adopted and introduced to their new family.
Says Pedigree associate brand manager, Tim Rickman: “The ‘Underdogs’ documentary
series is an integral part of this year’s PEDIGREE Adoption Drive campaign. The cause
strives to highlight the dog homelessness issue in Australia, bust myths about homeless
dogs being ‘damaged goods’ & inspire people to consider adopting a dog, which this
series delivers. The quality of production & compelling, genuine storytelling has exceeded our expectations.”
Each Underdogs episode is seeded online via the Pedigree Adoption Drive Australia
Facebook page and YouTube channel with viewers encouraged to share the videos to
show their support.
Jono Coleman (left), is known for his love of dogs and with a genuine passion for the cause, is an ambassador of the campaign. The Jono & Dano Show drive time program, nationally syndicated on the Classic Hits network is providing significant support for the campaign, while supplementary brand commercials will air across MCM Media’s entire radio catalogue, reaching around 5 million listeners over 10 weeks.
The Underdogs campaign is a great example of how to utilise traditional media to drive digital – and specifically social – marketing initiatives and demonstrates the breadth of MCM Media’s branded content expertise.
Says MCM Media’s national sales director, Matt Tindale: “We are incredibly proud of the Underdogs series. To be able to offer our clients beautifully produced branded video content to create compelling social media campaigns is really exciting.”
For Pedigree, it’s a big step into the area of ‘owned’ branded content, and reinforces the
company’s commitment to reducing the rate of dog homelessness in Australia.
Episode two launches today.
3 Comments
this is lovely, so rare to see a long form piece in the commercial context.
I just love the stuff they do on Pedigree – another great job!
Awesome