Great sponsorships should be mutually beneficial to brand and non-profit. So when MINI New Zealand asked us to bring their long-standing sponsorship of the SPCA to life, we asked the simple audacious question - what if we could get an SPCA dog to drive a MINI to show it’s as smart as a pedigree dog?

Think of it as an ambitious branded product demonstration and PR Gold.

While the idea kicked it all off, pulling these sort of projects off takes a lot of collaboration. Kudos to the animal trainers, the PR and media team for brokering it as a live event, and to the production team who produced hundreds of unique pieces of content to amplify scale and reach.

The content shares and earned media went off the charts. Every SPCA Auckland dog was immediately adopted and shelters around New Zealand all experienced a lift in adoptions. And MINI broke out of their niche inner city appeal to achieve a 160% YoY growth in sales.

Channels: Digital video, social, activation, PR, media partnerships