Dogs dig up prehistoric looking bone to launch new pet retailer Swaggle via The General Store
Canine curiosity has led to a rare discovery on the shores of Rose Bay Beach this week as dogs on their regular morning walk have sniffed out and dug up a gigantic bone. The PR stunt, created by The General Store, was to launch new Australian online pet store Swaggle.
The unearthing of this mysterious bone captured the imagination of locals and visitors as their dogs set off a flurry of excitement, roving the sands and digging away at the huge bone. But dog owners soon realised that this discovery was part of a hidden event – the Swaggle Hunt.
Tails wagging and noses to the ground, dogs dug up and won a range of Swaggle products and treats themselves. The grand prize was eventually uncovered, valued at $2000, allowing one furry friend and their owner to enjoy products, treats and toys from the Swaggle website.
Says Emma Wynne, head of marketing at Swaggle: “Swaggle is all about delivering pet happiness and making your pet parenting journey easier via our petsonalisation engine, along with Australia’s leading brands, free vet advice and features like 30% off your first Auto-Delivery. What better way to celebrate pet happiness than with a fun-filled Swaggle Hunt, digging up a giant bone with tonnes of happy pets and pet parents.”
It didn’t take long for word to spread about the huge discovery with Channel 7’s Sunrise dropping by to broadcast live along with appearances from celebrity vet Dr Katrina Warren and an array of influencers including ex-Bachelor star Jimmy Nicholson, wife Holly Kingston and of course their lovable Border Collie, Billie. It was smiles all round as owners and their happy pups enjoyed a media spectacle while excavating the colossal structure.
Says Marcus Tesoriero, CCO of The General Store: “It’s no secret that dogs love bones. That’s why we wanted to create the biggest one possible to give a bunch of dogs the best darn day of their lives. I just love the irony of the idea. Dogs literally helped dig up and unearth the Swaggle brand themselves – a fun launch for Australia’s happiest online pet store.”
At a brand level, Swaggle has developed an online shopping experience for pets with their ‘petsonalisation’ offering, created to enable pet parents to easily find and understand the most relevant products at the best value for their pets, no matter what age, breed, or life stage. Swaggle Hunt is part of a wider integrated campaign for Swaggle on BVOD, social and outdoor by The General Store and Hatched to help pets find their ‘Swaggle’ and deliver happiness to their door.
Client: Swaggle
Head of Swaggle: Chad Burke
Head of Marketing: Emma Wynne
Digital Marketing Manager: Elena Richards
Performance & Growth Marketing: Luke Sabatini
Creative Agency: The General Store
Chief Creative Officer: Marcus Tesoriero
Creative: Daniel Li
Creative: Mitchel Taylor
Agency Partner & CEO: Matt Newall
Managing Director: Sophie Lander
Group Account Director: Andrew Henderson
Senior Account Director: Kiki Jones
PR: Venus Landero
Producer: Kieran Dean
Director of Photography: Ben Forrest
Photographer: Charlie Grant
33 Comments
This is incredible
Nice idea
Nice one General Store – smart, simple, clean.
“It’s no secret that dogs love bones…”
I want to work for this bloke.
Is Marcus. Woof woof.
for the G Store.
Mr T: Most quotable CCO.
So, does ‘prehistoric’ mean ‘big’, these days?
Thought this was Akcelo…
If prehistoric wouldn’t it be more distressed?
It’s the exact same as what Game of Thrones did with the dragon bones… but this sucks
So, not so much buried, but hidden under a large pile of sand.
Really generated some buzz….
How can you unearth it, if it’s sitting above the sand?
Let’s collab
Hahahahha brutal.
Nipping at our heels. Better tell our chief executive tinkerers to step up their game.
https://vimeo.com/408698943
Reeks
Watch out for the G Store. The big dogs are winning
Always enjoy seeing General Store commenting about themselves.
Came here for the Lehrmann Auerbach cost of ‘living’ news, walked away with a massive bone.
The creative leap to this idea is huge. In every sense of the word. Well done General Store. Luv luv luv this next level thinking.
its been done before? not that huge…
Said no one ever
And by ‘it’, I mean ‘sit there and type out insane numbers of overly positive comments every time they do a seriously below average piece of work’
keeps knocking it out of the park!
I pity the fool
I thought Excelo was the best age
I thought Akcelo was the best agency in the region for creating groundbreaking experiential. This proves how little I know. What a treat for my (and my dog’s) eyes.
Pedigree / Pal has much better work for the creative team to rip off.
Did it
Jesus. What happened to this industry?