It’s an age-old problem. How do you get people to scoop their dogs’ poop in busy urban areas? Mexican Internet Service provider, Terra, has come up with an innovative campaign that combines a public service with a great brand building exercise.
New take on an old problem
How you might ask? Earlier this year, DDB Mexico devised a campaign for Terra that placed receptacles in public parks throughout Mexico City for people to dump their dog poop in. This is not a new idea. Plastic baggies and dustbins to drop them in can be found in cities throughout the world, although up until now it was in the – often vain – hope that people would consider their neighbours and clean up after their pooches.
The fun side of branding
If you’ve ever stepped in dog poop in a public area, you know how well this method works.
So Terra took it a step further. If you want people to do the right thing, there needs to be something in it for them, and so the Internet provider’s poop receptacles transmit free WiFi in exchange for the poo. The more poo is deposited, the more WiFi is transmitted.
Getting everyone involved
Even if you don’t have a dog, you can collect poo and increase the WiFi offering. In addition to the actual receptacles that draw public attention, DDB put together a tongue-in-cheek advert that could spread the message even further.
It’s Pavlovian conditioning with a twist: a fantastic initiative that aims to clean up the parks while also raising feel-good brand awareness.
See the video here: Poo Wifi