Thanks to their agency, Whybin\TBWA\TEQUILA, Sydney, PEDIGREE®’s puppy.com.au has won $100,000 worth of media and production from JCDecaux. The winning entry, created by Kara Grey at TEQUILA\, was judged to be the most innovative and engaging concept amongst more than 100 entries. The outdoor campaign includes interactive 47 inch LCD panels in Sydney and Melbourne, which allow passers-by to play with and teach a ‘virtual puppy’. The campaign went live today, Tuesday 11th November.
Says Tim Knight, National Managing Director, TEQUILA\: “These are exciting times for outdoor media. The sky's the limit for where digital content and interactivity in the 'real' world will take us. We look forward to analysing both the interaction and the WOM generated to gain a full understanding of the impact and results."
Says Ed Harrison, General Manager, JCDecaux Australia: “This is a wonderful example of how a digital concept can be carried from the web and onto the streets. This creative idea has an innate appeal to a broad audience and this makes the outdoor environment particularly relevant.”
 The campaign is displaying at selected JCDecaux Citylight panels located in Pitt St Mall, Sydney and Flinders St Station, Melbourne.  At these panels, the public are able to interact with the puppy and teach it new tricks such as throwing a PEDIGREE® DENTABONE® and playing ball.  The campaign then prompts people to visit puppy.com.au to obtain information including puppy training and advice.
JCDecaux’s Creative Concepts Competition was open to all creative, media and communication agencies, and received over 120 entries. The judging panel included representatives from JCDecaux, the Outdoor Media Association and the creative community. The Creative Concepts Competition aims to promote innovation in Out-of-home media.