TELUS MyPet
Collaborating with TELUS Health, we launched the TELUS Health MyPet campaign, humorously highlighting the challenges of traditional vet visits and showcasing the ease of virtual pet care, resulting in TELUS Health MyPet becoming the leading virtual pet care brand in the market.
Every pet parent knows that going to the vet can be a stressful experience for both you and your pet. The anxiety can stem from the car ride, the crate, the new smells, or simply the uncertainty of what’s to come. Pets often react with growling, whimpering, resistance, and sometimes even showing their teeth. TELUS Health MyPet seeks to alleviate this stress by making pet care easier and more comfortable.
The Idea
We decided to poke fun at the common tension associated with vet visits by creating a relatable integrated campaign. The campaign featured a compilation of amusing and heartwarming clips of pets reacting, resisting, and cleverly trying to avoid going to the vet. This light-hearted approach highlighted the relatable struggles of pet owners.
By showcasing these humorous scenarios, we emphasized how TELUS Health MyPet allows pet owners to connect with veterinarians and experts from the comfort of their homes. This not only makes the experience more convenient but also significantly reduces the anxiety for both pets and their owners. The campaign narrative seamlessly transitioned to demonstrate the ease and comfort of virtual vet consultations through TELUS Health MyPet.
The Impact
The campaign quickly established TELUS Health MyPet as the leading virtual pet care brand in the market. It exceeded all key performance indicators (KPIs) for downloads, consultations, and subscriptions. Secondary KPIs, including audience engagement and brand reach, also showed significant improvement, demonstrating the campaign’s broad appeal and effectiveness.
The humorous and relatable approach resonated deeply with the target audience, driving high levels of engagement and positive sentiment towards the brand. As a result, TELUS Health MyPet gained market dominance and solidified its position as a trusted and innovative leader in virtual pet care. The success of the campaign underscores the power of creative storytelling and a deep understanding of the consumer experience in driving brand growth and market leadership.
