Boom Takes #inspiredbypets To Heart For The Holidays.
Ideasourcing model produces endearing “Thank You” to pets for PetSmart’s 2014 Holiday TV Campaign. For retailers, getting attention on the air can be as competitive as getting traffic to your storefront or site. To generate creative that would help the brand standout, Fortune 400 retailer, PetSmart turned to the unique spin on crowdsourcing offered by Boom Ideanet to develop its 2014 Holiday campaign.
The commercials are built around the campaign theme of “Give Thanks,” which appears in-store and online, as well as in broadcast. The brief went out to the Boom Ideanet creators, who entered over 150 ideas. The winning concept, “Thank You Notes,” is a heartfelt letter of appreciation from pet parents to their pets. It’s a simple, yet real gesture acknowledging all the contributors that pets bring into our lives. The idea also supports the PetSmart #inspiredbypets social media effort.
Boom Ideanet not only handled creative development, the firm also produced the campaign. The production company was Daily Planet, out of Phoenix, with Jerry Brown as director. The spots were edited at 19Below in Kansas City, Joy Moeller, editor. Music was composed by Substream Music, with the mnemonic created by Storefront Music, out of NYC.
Ad Age magazine recognized this spot as one of the 10 most effective holiday ads of 2014. This is per Ace Metrix’s methodology, which measures likeability, purchase intent, among other metrics, etc. The entire campaign helped bump PetSmart holiday sales +2.6% and average ticket increased 2.0%.