Petbarn and Greencross Vets create live parasite tracking tool PetWatch via Howatson+Company
In Australia, up to 100,000 pets every year are affected by paralysis ticks, while thousands more suffer from other deadly parasites like heartworm and roundworm. Despite this, new data shows that pet owners often leave their pets unprotected from this invisible danger for 5-8 months of the year.
In response, Petbarn and Greencross Vets have partnered with Howatson+Company to launch PetWatch, a digital tool that uses live data to make parasite threats across the nation visible for the very first time. This allows pet parents to check the threat level in any suburb, learn more about the parasites around them, and find the appropriate preventative treatment.
Says Hoang Nguyen, chief technology officer at Howatson+Company: “To create our parasite threat level heat map, we cross referenced four years of clinic and hospital data from Greencross Vets and Petbarn, with information from external sources that correlate with ideal parasite breeding and activity conditions. This includes Greenspace satellite data, temperature, rainfall, and humidity data from the Australian Bureau of Meteorology. This was only possible because of the existing data from the Greencross team, and our close working partnership.”
Says Nick Adams, COO at Greencross Pet Wellness company: “it’s a sad reality that too many pets die or become severely ill from parasites when they could have been protected through affordable preventative products. For the love of pets, we were determined to put our minds to how to fix this.”
Says Dr Magdoline Awad, chief veterinary officer, Greencross Pet Wellness Company: “Parasites are often out-of-sight and out-of-mind until it’s too late. In the past, this kind of information could only be accessed via a vet visit. PetWatch is one of the world’s first comprehensive resources for this information. I would encourage Australians to stay vigilant, check the PetWatch risk level in their area, and in the areas that they are travelling to over the holiday period.”
PetWatch is a full end-to-end customer journey, alerting people to the tool when the threat level has increased in their area through Social, CRM and text messages. There is also a product finder for flea, tick and worm treatment included in the experience to guide pet parents through finding the correct treatment for their pet.
Adds Jared Wicker and Elaine Li, creative directors at Howatson+Company: “Australia has warning and alert systems for almost every other natural danger in Australia, from riptides to fires. But when it comes to our furkids, there was nothing. And that lack of knowledge was leading to preventable deaths.”
PetWatch also gives fresh, real-time insight into the severity and frequency of pet parasites. It’s revealed, for example, that paralysis ticks are a year-round threat, by tracking their seasonal fluctuation over the last several years.
Within the first three weeks, PetWatch has had over 350k suburb searches. To use the tool yourself, go to petbarn.com.au/petwatch.
Client: Petbarn
Chief Customer Officer: Nick Adams
General Manager: Jessica Donovan
Head of Retail Marketing: Rachel Beeton
Retail Marketing Executive: Lauren Smallman
Agency: Howatson+Company
Founder/CEO: Chris Howatson
Executive Creative Director: Gavin Chimes
Creative Directors: Jared Wicker, Elaine Li
Chief Data and Technology Officer: Hoàng Nguyen
Chief Experience Officer: Nicole Flinton-Ferraro
Planning Director: Georgia Pritchard
CX Planning Director: Aneeta Sharma
Head of Production: Holly Alexander
Design Lead: Reece Lawson
Senior Experience Designer: Chloe Schumacher
Digital Designer: Brock McConnell
Creatives: Brandon Nee, Eliza Katsourakis
Designer: Sam Reiher
Senior Copywriters: Kiri Wheaton, Deb Frenkel
Senior Front End Engineer: Scott Zonneveldt
Engineering Director: Brendan McKenzie
Technical Director: Stewart Leach
Senior Marketing Automation Specialist: Leon Guo
Marketing Automation Specialist: Trung Nguyen
QA: Loc Nguyen
Digital Producer: Ivy Bi
Group Business Director: Katy Ward
Senior Business Manager: Lucy Stock
Head of PR: Ben Handberg
PR Senior Account Director: Melinda Durston
PR Account Director: Natalia Katsionis
PR Account Executive: Isobella Hayes
Editors: Kel Gronow, Marke Broome
19 Comments
I prefer the Louie the Fly version
obviously not a pet parent
Loads of parasites in Double Bay
Obviously doesn’t have children.
Everywhere is a risk for ticks, ringworms and dodging dog shit.
You’re not wrong there.
Petwatch = The new Peggy.
https://campaignbrief.com/omo-launches-peggy-the-smart-p/
A great idea. Making an issue that’s seemingly invisible, visible. Fantastic work!
This is pet-first thinking. Already got it for my new puppy because I may be an expert in some things but not everything!
But without any real purpose. No pet owner is going to down load this. If you love your pet enough to check the parasite levels in your local area, then you already love them enough to protect them.
it’s a website, no need to download anything.. also there’s clearly a purpose with owners leaving their pets unprotected for 5-8 months of the year.
No self-respecting pet owner would ever use this seriously.
Disclaimer : *Created for an award entry only, no parasites were harmed in the making of this.
This is like an app that tells you the chances of / risks of snow in Antartica.
Feels like a solution looking for a problem. Instead of creating an app that highlights every single area in Australia is parasite-prone, you could just advertise a little common sense. Like brushing your dog regularly. Mixing up their diet (including feeding them the ticks you find on their body). Signs in their eyes, water intake, co-ordination etc.
No need for this to tell you, how about advice telling you.not to try and rip them out
Way off.
Does this agency ever do any big client work?
There is nothing like searching for a problem to fix then trying to write an award case study around it. All caring dog owners treat their dogs once a month for ticks and other nasties. Nice try but massive fail.
News flash. Ticks exist. Dogs get them. Treat your pet for them. No app needed.
FIGHT