An orchestra, a few dogs and a brilliant idea.

Hello, awesome marketers and founders.
This is Luv, and here’s your weekly Marketing Shot :)

Before we jump into today’s shot, I owe you a sincere apology. You might have noticed that my email did not land in your inbox last week. Unfortunately, I faced a technical glitch with my (ESP) that stopped the edition from going out, but the issue is fixed now.

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We often talk about "emotional connection" in marketing, but rarely do we see it. I came across a piece of creative work recently that was just an orchestra, a few dogs, and a brilliant idea.

The campaign was called the Tail Orchestra, executed by Pedigree.

Here is the story.

They invited the famous Polish Radio Orchestra for a live performance. But there was a twist.

The conductor was not a human. It was a dog.

The setup was very clever.

The musicians had one rule. They had to play music matching the speed of the dog's tail.

If the tail moved slow, the music was slow and sad. If the tail moved fast, the music became fast and happy.

This is where the marketing genius came in. To control the music, the team showed different objects to the dog.

When the dog saw a vacuum cleaner or a toothbrush, the tail barely moved. The music was very boring and slow. But then, they showed a Pedigree treat.

The tail started wagging crazy fast. The orchestra struggled to keep up with the speed. It created a loud and happy tune that sounded like pure joy.

They did not stop there. They recorded this music and put it on Spotify and Amazon Music. They also added a charity angle.

For every song stream, they donated money to help stray dogs find a home.

That's a wrap for today! Stay tuned for the next edition.

Thanks,
Luv