Strategic marketing communications agency Pubblimarket2 handles the strategy and mechanics of the new lead generation campaign for Royal Canin. Pubblimarket2 was previously entrusted with a number of promotional activities in 2013 and 2014, and now it has developed a new strategy designed to gain new leads using a promotional mechanism offering prizes with a high perceived value. The “Ciotola Piena” (full bowl) campaign, in operation from 18 January until 18 April 2016, targets all cat and/or dog owners throughout Italy.
Pubblimarket2 conceived the lead generation campaign by identifying a promotional strategy entirely independent of any purchases, and designed to attract cat and dog owners. The agency's remit also included the mechanics of the competition, which were made as simple as possible to facilitate participation by the highest number of consumers. Once cat or dog owners have signed up and completed their “MyRoyalCanin” profiles on the website ciotolapiena.royalcanin.it, they immediately receive confirmation of their participation and the possibility to win one of the instant prizes available each month; whether they win or not, all participants can then take part in the final prize draw.
For the Royal Canin “Ciotola Piena” campaign, Pubblimarket2 was responsible for the strategic management of the operation and for coordinating the team of agencies who contributed to the production of the campaign, including Public-Ideas, for affiliate marketing and media activities, Pro Arte and 2WayCom, respectively as graphic-creative agency and web partners to Royal Canin.