A change in legislation is not something that tends to spawn a highly interactive consumer experience. Yet animal welfare charity Dogs Trust saw the government’s new micro-chipping laws as an experiential opportunity and, working with agency Surname & Surname, developed the Microchippy.
The brand experience was open at London’s Printworks Kitchen across the Valentine’s weekend. A partnership with champagne-and-hotdog restaurant Bubbledogs meant both humans and their canine pals could take a seat at the 1950s-style diner set-up and enjoy a meal together, the dogs being served specially developed biscuit treats from non-slip bowls fastened to tables.
The pop-up also featured a scanning station, where guests could check their dog was fully chipped and the details up to date.
Paula Boyden, veterinary director at Dogs Trust, said: "We were thrilled that the Microchippy was a sell-out. It just proves how much people love and cherish their dogs, which is all the more important given the change in legislation that all dogs must be micro- chipped by 6 April.
"Over two days,we opened our doors to almost 200 dogs and their owners. Encouragingly, our on-site scanning team detected microchips in nearly every single four-legged visitor over the weekend, and we were able to direct guests to free microchipping appointments at their nearest Dogs Trust rehoming centres in cases where the dogs weren’t chipped."
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