Purina interactive posters in France ‘encourage dogs to pee on them’

Apr 30, 2019 | FMCG digital marketing, France, Mobile

Nestlé-owned pet product brand Purina has launched an interactive outdoor campaign in France that actually encourages dogs to pee on its latest billboards.

The Street Vet stunt, from McCann Paris, was created to disrupt dog checkups and displace steep vet bills.

The billboards, created by McCann Paris, are built with a technology to analyze the dog’s urine and detect health problems.

The technology uses pheromones to attract the dogs and get them to pee against the foot of the billboard, then runs a series of tests for health problems.

The interactive screen will then either recommend a particular Purina diet, or actually recommend that their owner takes their dog to the vet for a check-up. Rresearch shows that more than a million dogs in France do not get taken for an annual vet visit.

The Yncrea engineering school and veterinary clinic VetParis7, worked to develop a kit that could detect four illnesses, kidney problems, urinary infection, high cholesterol or diabetes.

The chart can be printed out and delivered to vets to help identify any problems.

Véronique Herman, marketing manager specialist at Nestlé Purina Pet Care, says in a statement: “Purina’s objective is to provide simple and efficient solutions to improve the wellness of our pets. We wanted to raise awareness on the importance of veterinary check-ups, but also to offer a solution that fits in the daily lives of pet owners – the daily walk on the street or in the park.”

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