Protecting pets longer from paralysis ticks and fleas.
MSD Animal Health brand Bravecto has launched a new Bravecto Chew for Dogs campaign, with the media strategy, planning and buying led by Zenith.
Running until the end of summer, the campaign reinforces the product’s benefit of longest-lasting protection against fleas and paralysis ticks in one chew (compared to monthly flea and paralysis tick chews for dog).
Targeting new customers, Zenith taps into relevant TV programming environments, such as The Dog House and Bondi VET, to allow the Bravecto brand to build scale and impact throughout the season.
Beyond significant TV activity, the campaign also includes radio and OOH to reach pet owners who are out and about; YouTube to target audiences based on pet ownership behaviours and signals, as well as BVOD, ecommerce, and search components to reach the broader consumer segment increasingly adopting pets since the pandemic.
Zenith head of strategy and planning, Sydney, Sarah Heitkamp says the target audience includes pet owners under 35.
"Whilst there has been an overall increase in pet ownership due to the pandemic and changed lifestyles, we’ve specifically seen a dramatic demographic shift on who those new pet owners are. Roy Morgan data shows whilst in 2019 people aged 20-29 years made up approx. 19% of all dog owners, in 2020 they make up 23.5% of all dog owners (avg. increase of +18.4% YOY)."
Heitkamp says Zenith incorporated the changing demographics into its strategy.
“As a result, we worked with Bravecto to step change its go-to-market strategy, to ensure we were leveraging the growth opportunity presented by pet owners under 35, whilst not forgetting our heartland audience.”
MSD marketing lead ANZ Vanessa Gattellari says the campaign encourages pet owners to change buying habits:
“Within the animal health category, preference for current treatment and complacency remain strong barriers to conversion. Zenith has worked closely with MSD in devising a communication strategy that enables behaviour change, so that pets are protected longer from paralysis ticks and fleas with a single Bravecto treatment.”
Credits:
Zenith Media:
Head of Strategy – Sarah Heitkamp
Planning Director – Ehtisham Mahboob
Digital Director – Ali Bremner
Investment Lead – Claire Zipeure
Creative agency – Wunderman Thompson Australia
PR – LBPR
