Dog Pay

By Ogilvy, London, UK

For Bakers

Winner in category Direct

In subcategory Consumer Marketing

Project Description
In 2016 the Government made it law that all dogs should be micro-chipped to help reduce strays and deal with problem owners. Bakers, makers of Britain's best-selling dry dog food, are all about strengthening the bond between dogs and owners, so we created a way that micro-chipping could also be used for something fun. Something that dogs and their owners would love. Dogs and humans have always enjoyed a close relationship: whatever humans do, dogs want to join in. 
Agency Solution
We discovered that the microchip inside a dog uses the same RFID technology as a contactless bank card which would work as the basis for a contactless payment system, just like a debit card. We married this thought to the knowledge that there is a humans-only activity that most dogs are excluded from: shopping. And so a very special dogs-only contactless payment system was born: DogPay
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