Client: Veterinary Pet Insurance (Brea, CA)
PR agency: Riester (Phoenix)
Campaign: VPI Hambone Award
Duration: August-December 2009
Budget: $2,500
The communications team at VPI began to collect claims involving pet mishaps in 2008. Following one involving a bulldog getting locked in a refrigerator, the team saw an opportunity to create a campaign that could tell the humorous side of the pet insurance industry.
Strategy
At the center of the campaign was a contest for the "best" ...