Under the partnership, Fur Media will exclusively handle inbound advertising for Mad Paws Holdings, which comprises Mad Paws and subsidiaries such as Pet Chemist, Waggly pet toys and treats, and Sash pet beds. Fur Media will also sell digital advertising for Mad Paws and its brands.
Mad Paws, Australia’s largest online pet care marketplace, connects pet owners with a diverse selection of high-quality services along with quality products. The network has a deep and unrivalled data set on Australian pets.
The partnership, which is already effective, offers brands unmatched access to an expansive and loyal customer base of pet lovers, with advertising opportunities across Fur Media’s extensive digital kiosk and content network in vets. This includes opportunities in Mad Paws’ websites, electronic direct mail, social media channels, short and long-form content offerings, distribution and sampling, and content collaborations with ambassadors.
“Just as every pet has its own unique poland cell phone database personality, every partnership brings its own special synergy,” Mad Paws CEO Justus Hammer says. “We’re thrilled to embark on this journey with Fur Media, whose expertise in inbound advertising perfectly complements our mission to connect pet lovers with the best services and products.
”“Together, we’re poised to reach new heights and create even more tails of happiness for pets and their owners.”
Empowered by a combination of digital and OOH media
Fur Media co-founder Nic Cann says the Mad Paws partnership stands to level up the media company’s offering for advertisers.
“We know advertisers are keen to reach pet owners,” Cann says. “They’re an affluent audience, who are willing to spend big on their pets. In 2022 alone, Australians spent a whopping $30.7 billion on food, vet and health services – and with pet numbers now outstripping humans at 27.8 million nationwide, now is the time for advertisers to start focussing on reaching this demographic.”
To celebrate the brand’s new premium Sundaes range, Ben & Jerry’s and JCDecaux have partnered to create a 3D bus shelter adorned with ice cream at Bondi Beach, the perfect spot for beachgoers to consider an impulse ice cream buy.
Custom green seating and a sundae-topping roof
are complemented by a push-button salted caramel scent dispenser. The gimmick is enjoying massive engagement, with more than 2450 people having already pushed the button so far.
Ben & Jerry’s Australia and New Zealand country manager Sean Farrell says the company is excited to introduce fans to the new range through this engaging multisensory campaign.
“At Ben & Jerry’s, we always strive to find new and authentic ways to surprise and delight our fans, from our euphoric ice cream to how we connect with them in their daily lives,” he says.
With nearly half a million domestic visitors travelling through Bondi Beach each year, the bus station is located along the 333 bus route with potential exposure to thousands of commuters every day.
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Multisensory Ben & Jerry’s campaign thrills commuters
JCDecaux creative and digital solutions group manager Lama Perrin says the strategic location of the outdoor advertising campaign has been instrumental to its success.
“The activation looks delicious and is strategically located opposite the Ben & Jerry’s Bondi Beach store to drive footfall. A popular outdoor destination like Bondi is the ideal environment for ice cream advertising, with the beach, sun, and holiday atmosphere,” she says.
“For many customers ice cream is an impulse buy, with the scent dispenser triggering appetite and positive memories.”
JCDecaux is the leading company for out-of-home media globally, with more than one million advertising panels in more than 80 countries.
And outdoor media is on the rise, with strong revenue growth in the last year after suffering throughout the pandemic, with the Outdoor Media Association (OMA) reporting that net revenue for digital outdoor advertising was worth $283.2 million for Q2 of 2023.