In Australia, ‘throw us a bone’ means 'please help us'. We created our own entertaining content, Frankie the wonder dog, then pioneered a convergent technology platform that enabled people to interact in real-time with him. People ‘threw’ Frankie a bone via SMS and received an instant dog trick in return. Every bone thrown was a $5 donation. We achieved great results in just three days: 1327 bones thrown, 17.4 per cent of people threw twice or more, 25 per cent of dogs needing homes were adopted. We witnessed a 600 per cent increase in new volunteers and over $150,000 worth of free media was generated from Optus, Inspire, Fairfax, News Limited and JCDecaux
Throw Us A Bone -
Mobile Marketing / Mobile Marketing
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Creative Director
Gavin McLeod -
Technical Director
Aaron Wallis -
Mobile Developer
Hannes Ciatti -
Web Developer
Gilmore Davidson
Rebecca Roach -
Flash Developer
Peter Vink -
Art Director
Hannes Ciatti -
Mobile Copywriter
Genevieve Hoey -
Head of Copy
Hamish Stewart -
Mobile Designer
Genevieve Hoey -
Advertising Agency
M&C Saatchi/Mark -
Project Manager
Megan Wooding -
Account Handler
Kirsty Smith -
Digital Account Director
Lee Bachar-Alder -
Brand Manager
Debbie Mills -
Client
Sydney Dogs & Cats Home -
Brand
Animal Rescue Shelter
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