Innovative digital campaign launched at Westfield Stratford City

A young girl engages with Barley as part of Battersea Dogs and Cats Home's interactive billboard cam

A young girl engages with Barley as part of Battersea Dogs and Cats Home's interactive billboard campaign at Westfield Stratford City - Credit: Ruth Marsden

Battersea Dogs and Cats Home has launched a specially created digital campaign at Westfield Stratford City.

The #LookingForYou campaign uses innovative technology to connect with passing shoppers.

Volunteers have been handing out specially created leaflets embedded with an RFID tag at the shopping centre.

As visitors walk past the digital billboards, the leaflet activates former Battersea dog Barley on the screens, who then follows them around the shopping centre from screen to screen.

The charity hopes the emotional engagement that shoppers experience with Barley will help raise awareness of its work rehoming dogs, encouraging people to donate, adopt or get involved in other ways.

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During the campaign, the #LookingForYou hashtag will reveal live updates on all of the dogs in the charity’s care.

Head of operations, Carly Whyborn, said:: “We’re very excited about the #LookingForYou campaign. As a nation of dog lovers we’re hoping it strikes a chord with people.

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“We’re using innovative technology in a way that has never been seen before, and we hope more of our abandoned animals find loving homes because of it.”

Battersea has around 300 dogs in its care at any one time, and last year found new homes for almost 3,000 of them.

The new billboard campaign to increase that number was designed and implemented by customer engagement agency OgilvyOne UK.

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