Rover.com Chooses remerinc for Summer Advertising Campaign
SEATTLE, July 11, 2014 /PRNewswire/ -- remerinc has been selected to create an advertising campaign for Rover.com, the nation's largest network connecting dog owners with dog lovers for hire. The campaign consists of three TV commercials, all of which begin with what the viewer thinks is a parent talking to a child about a sleepover. It is then revealed that the party on the other side of the conversation is actually a dog, who will be staying with a loving Rover sitter in a real home while the parents are away. Rover has found that the majority of people who have a dog think of themselves more as dog parents than dog owners; that insight was the basis of the campaign strategy. The commercials were designed to convey that Rover understands how important it is for dogs and their parents to feel at complete ease when they're apart from each other.
"Our agency has worked in the pet category for several years and we're big believers in what Rover.com offers," said remerinc CEO and Creative Director, David Remer. "We looked at a wide range of concepts and ultimately landed on a direction that celebrates a very powerful truth – dogs aren't just pets but rather part of the family – four legged 'kids' that deserve loving home environments when their 'parents' are away."
Launched in 2011, Rover makes it easy for dog owners throughout the US to find and book sitters who offer in-home boarding, pet sitting, dog walking, and day care. On any given day, thousands of dogs are in the care of a Rover.com sitter. More than 92 percent of the U.S. population lives within a short drive of one of Rover's 25,000 sitters, and 95 percent of reviewed stays have received a perfect five-star rating. In addition to connecting pet owners with sitters, the Rover platform offers complimentary premium insurance for all services booked through Rover, 24/7 vet consultation, mobile apps, photo sharing, videos of stay highlights, and sitter background checks.
"We've done TV advertising before, but wanted to refresh our commercials as we head into the busy summer season," said Aaron Easterly, CEO of Rover.com. "We've found that once dog parents hear about Rover, they think it is a great alternative to using kennels or imposing on friends and family. We are thrilled with the spots remerinc produced and think they clearly convey that Rover is the go-to source for dog parents across the country who need to find someone to care for their beloved dog."
The three :30 spots were shot on location on Mercer Island, Washington and feature real Rover dogs. "You never know what you'll get working with animals," said remerinc's SVP of Strategy and Client Services, Andrea Jones. "But the featured dogs in these spots were incredible – staying still on the set, always friendly, barking on command… just real troopers. The French Bulldog even took her directions in French. We're delighted with the results."
The campaign debuted in partnership with OWN: Oprah Winfrey Network during its new docu-series,Operation Change. The ads also started running on national and local cable networks on July 7, 2014.
remerinc (remerinc.com) is a full-service advertising and creative marketing agency, specializing in building, driving, and reinforcing strong brands. Founded in 1993 and headquartered in Seattle, Washington, the agency has produced award-winning work for a diverse range of clients. Clients include ABC, ESPN, Getty Images, Starbucks, Hewlett-Packard, Kodak, and MSN. remerinc won a Cannes Gold Lion in the category of Best Customer Marketing for an international integrated campaign.
Rover.com connects dog owners with a nationwide network of dog lovers for hire. Founded on the belief that everyone should have the opportunity to experience the unconditional love of a dog, Rover makes it easy for dog owners throughout the US to reach sitters who offer in-home boarding, pet sitting, dog walking, and day care. More than 92 percent of the population lives within a short drive of one of Rover's 25,000 sitters, and 95 percent of reviewed stays have received a perfect five-star rating. In addition to connecting pet owners with sitters, the Rover platform offers complimentary premium insurance for all services booked through Rover, 24/7 vet consultation, mobile apps, photo sharing, videos of stay highlights, and sitter background checks.
SVP of Strategy & Client Services