- Rover released a latest campaign that goals to place the minds of anxious pet owners comfy, per details shared with Marketing Dive.
- Developed with indie creative agency Little Hands of Stone (LHoS), “To My Hooman” centers around a series of playful animated ads which are told from the attitude of pets. In sung narration, the furry friends try and allay the concerns of homeowners who go on trips and worry whether their pets are well taken care of.
- The effort consists of 11 videos in total starting from a 90-second anthem spot to short-form, 6-second videos. Rover wants to emphasise the emotional bonds that include pet ownership and assure customers that their pets shall be well taken care of under its platform.
Rover, an app that gives services like pet sitting and dog walking, is tugging on the heartstrings with “To My Hooman.” The campaign drops as people resume work and leisure travel in higher numbers, a trend that has potentially boosted demand for pet sitting versus earlier in the pandemic. The pandemic also resulted in a surge of pet adoptions as homebound consumers looked to maintain themselves occupied, meaning Rover could reach latest clients with the message.
“To My Hooman” leans on cuteness to deal with the true anxiety pet owners feel when leaving their beloved companions in the care of others. Survey data shared by agency partner LHoS revealed 68% of pet owners consider their pet has a novel need, with Rover positioning its product as offering a more personal touch. Production firm Giant Ant provided an assist on the campaign.
A group of nearly a dozen ads are done in a sketchy, storybook art style with simplistic narration complementing the look. Sung voiceover from a children’s choir is supposed to emulate a pet’s internal monologue (human is swapped for “hooman,” a standard little bit of web speak related to dogs).
In the anthem spot, a canine named Rooster reflects on his owner happening vacation and sends his conception of loving gifts to her from afar, like slobbering on her face and leaving shed fur in her cocktail. At the identical time, the feel-good industrial highlights the convenience of booking through Rover and communicating with a sitter remotely.
Rover, which went public in 2021, has been the topic of some controversies, including pets which have gone missing or died while under its sitters’ oversight. The on-demand platform guarantees a rigorous screening process for sitters but still likely desires to shore up a status for trust with “To My Hooman.”
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