Petco: Pest Prevention Pest (OLV)

Communication Objectives​

• (Context) We want this asset to raise awareness about how easy it is for your pet to get infested during their daily routines, and about our comprehensive pest prevention offer​

• (Conflict) It should evoke anxiety about the threat and drive urgency for them to get protected to avoid infestation before it happens and to not let their guard down because pest is a year-round threat​

• (Solution) We want to close the video leaving the user with the feeling that they can avoid the threat through proactive preventative care solutions, knowing they can find anything they need at Petco (OTC, RX, Vet, Grooming)​

Mandatories​

• Petco brand visual identity. Lifestyle approach, spring-like scenes, open to the use of illustration/animation​

• Show threat scenarios (ex. playing in the grass, interacting with bottoms of decks or sneakers on carpets can track in fleas & ticks)​

• While almost ¾ of cats spend most of their time inside, this video should illustrate the threat of infestation for both dogs and cats, it could be a multi-pet household. For instance, we could show a dog coming inside and then the fleas/ticks going from the dog to the cat.​

• Show pet and Petco logo within the first 5 seconds and have a narrative hook that compels the viewer to want to find out more​

• Show examples of active care treatment being applied to pets. In order of priority: 1) collars, 2) topical, 3) chewable​