Ask the Board – September 5, 2016 | MARK ZWICKER


What is the best example of triggered content that you have seen or implemented and why?

My personal pick for the best example of triggered content is Battersea’s “Looking For You” campaign. For those of you who are regular readers of the Ask the Board responses, you’ll notice that this is the same campaign I put forward in February, as one of my favorites of 2015.

You probably have already seen this campaign, which made use of multiple technologies as well as traditional print. The campaign was created by Ogilvy London on behalf of Battersea Dog & Cat Home and ran in Westfield Stratford City in London.

There are a few reasons why I like this as a targeted campaign. First, it really is “targeted” at the desired audience. Representatives from Battersea Dog & Cat Home offered people a paper-based brochure on pet adoption. Since this was not done is an overly aggressive way, one would assume that most people who accepted the brochure had a least some interest in pet adoption.

The second aspect I like is the unexpected nature of the triggered response. The paper-based brochure contained an RFID tag, which triggered specific video to play as the person passed by various large screens in the area. So just like a stray dog, the triggered content followed the potential pet parent around.

The third element is the variety of content deployed. Each digital spot is different, which would certainly help with engagement.

I’ve included a link below to Vimeo, where there is a two-minute descriptor video posted that explains the campaign. Have a look for yourself. You won’t be disappointed.


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Senior Vice President, Enterprise Business Development
St. Joseph Communications

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