ZOOPLUS

First floating Dog Park in the World

Initial Situation

On the occasion of the 20th anniversary of zooplus, Europe’s leading online shop for pet supplies, P.U.N.K.T. PR created a nationwide PR campaign with very special “WOOF moments” for the online provider. The celebrations took place in June 2019 together with relevant media at the world’s first floating dog park in Düsseldorf and Cologne.

Goal

In developing the anniversary campaign, the main focus was on increasing brand awareness, brand preference and a new customer experience – with success! 

Implementation

A barge converted with turf and a dog course moors at the popular harbour promenades of the cities of Düsseldorf and Cologne. To accompany the “floating dog park” in the media, comprehensive coverage was launched, addressing local and national print and online media. In addition, editors as well as TV and radio stations, news agencies and photographers were invited to the official opening. Almost 30 media were on site, including RTL, Sat 1, the Funke Media Group, Express and DPA.

The Results

More than 180 publications in relevant media were achieved nationwide during the pre- and follow-up reporting periods. With the implementation of the campaign, P.U.N.K.T. PR was able to successfully reach more than 1 billion contacts for zooplus and generate an estimated media value of over 1 million euros.