Hrvatski Telekom, in cooperation with agencies Bruketa&Žinić&Grey and Pro media group, launched the HT Pet Tracker campaign, which combines technology, creativity and a socially responsible idea, aiming to provide owners with greater security and peace of mind through a GPS locator for pets, while also drawing attention to the real problem of missing dogs.
The campaign has already attracted significant international attention and has been covered by more than 20 international and more than 30 domestic media outlets, including Ad Age, Adland and Ads of the World in the United States, Lürzer’s Archive in Austria and Little Black Book in the United Kingdom. It is particularly important to highlight that this is the first Croatian project covered by the American Ad Age in the past three years.
In Croatia, more than 1,500 dogs go missing or stray every year, representing a major emotional burden for owners and a real risk for the animals. Based on this insight, the HT Pet Tracker campaign was developed, including a poster that finds lost dogs, an interactive DOOH activation that recognises dogs on the street and serves micro-personalised ads to passers-by with dogs, a digital and influencer video campaign, as well as a video spot featuring well-known protagonists – Mislav, Lada and Živko, who gave a recognisable face and emotional dimension to the entire initiative.
The campaign achieved excellent results:
- 1,393,152 total social media views
- +6300 activations on the interactive Go2Digital display
- 794,123 organic social media views
- 27,493 total social media engagement
- +38% Brand Good Feel (Ipsos, BAS)
- +288% sales increase
In addition to the previously mentioned media, the project was also covered by: Say Yes To The Press in Greece, Periodismo in Argentina, Sixteen:Nine and TrendHunter in Canada, Adhugger and OOH Mag in Romania, adobo Magazine in the Philippines, Faw Ew in Germany, Media Marketing in Morocco, Merca 2.0 and Roastbrief in Mexico, Mercado Negro in Peru, The Stable in Australia, Reason Why in Spain, Trendwatching in the Netherlands and Youmark in Italy.
This campaign once again confirms how creativity, technology and social responsibility can work together to create tangible and useful results for the community, while simultaneously increasing the global visibility of Croatian innovations.
