AUCKLAND, Monday: Ask any single person who has used digital dating platforms, and they’ll tell you it’s not pretty. The internet is filled with comically awful dating stories and matching fails.
So Colenso BBDO and petcare outfit Mars are encouraging people to give up on humans, and find their perfect match – a shelter cat from MyHooman.com.
MyHooman is a digital pet adoption platform that uses data to match cats (and dogs) to the right adopters with a Tinder-like design system featuring a simple swiping mechanism.
Mars GM Peter Simmons said: “Shelters across the country are reporting this year to be the worst kitten season ever seen.
“The first edition of the campaign drops on Tinder, social, radio and OOH – relentlessly targeting exhausted singles at disappointing first-date locations nationwide.”
“None of us want to see unwanted and uncared for cats on the streets. At Mars Petcare we are focused on our purpose – a better world for pets.
“MyHooman is a proven solution that is helping us achieve that, by addressing the issue of pet homelessness.”
Colenso CCO Si Vicars said: , CCO at Colenso BBDO: “The number of dating app users grew to 323 million this year. That’s a lot of disappointment for one planet.
“We’re excited to harness that disappointment and convert it into cat adoptions, powered by the super-“smart MyHooman platform.
“The first edition of the campaign drops on Tinder, social, radio and OOH – relentlessly targeting exhausted singles at disappointing first date locations nationwide.”
CREDITS
Client: Mars
Marketing Manager: Joe Lanham
Marketing Assistant: Karl Bartrum
Agency: Colenso BBDO
Sound: Franklin Road
Media Agency: Wavemaker
PR Agency: Porter Novelli
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