Elijah / Sam

Monda
y
Week 1

Campaign
launchedTeaser
advert
released
with tie-in
companie
s (Pets At
Home,
Pedigree,
Dogs
Trust)

Week 2

Week 3

Week 4

Tuesda
y

30
seconds
Radio
commerci
al
premiered
on UTV
Media
and
Global
Radio
stations
network
at 5:00pm

Special
packaging
with
promotion
al
informatio
n for the
products
for
remainder
of the
campaign
launched

Wednesd
ay

Thursda
y

Social Media
profiles set
up (Twitter,
Facebook
and
Instagram)

Posters
for
billboards
-paper
and
electronic
launched
at Pets At
Home
store and
print
advertise
ment
launched
in Dogs
Trust
magazine
Radio ad
plays
between
9am-4pm

Radio ads
played
between
5pm-9pm

Saturd
ay

Dogs Trust
magazine
printed and
sent out to
audience
members.

Radio ads
play
between
9am - 4pm

TV ads
played
between
4pm-8pm
Radio Ads
played
between
10am-3pm

Sunday

Sponsorsh
ip from
popular
Instagram
accounts,
aimed at
Pet and
dog lovers
- Marnie
the
dog/Doug
the pug
5 seconds
TV spots
start up;
playing
frequentl
y until ad
launch on
ITV four
days
later; first
of which
is during
Paul O
Grady For
The Love
Of Dogs.
TV ads
play-on all
commerci
al
channels
for the
first time
between
9:00am to
6:00pm

30 seconds
TV
commercial
premiered
and
launched on
ITV during
the Supervet
- at 9:00pm

TV ads
played
between
10am2pm

Friday

TV ads
play
between
9am7pm

Radio Ads
play
between
10am6pm

Competitio
n ends
TV ads
played
between
10am-3pm,
focusing on
channels
featuring
animals.
Radio Ads

Competiti
on winner
announce
d in
special ad
break
during
The Dog
Rescuers
with Alan
Davies on
channel 5
at 2:00pm

TV ads
play
between
5am5pm
Radio
Ads play
from
9am9pm

TV Ads
play
between
9am-2pm
with ad
shown
halfway
within
The
Yorkshire
Vet (that
plays at
8pm)
Radio ads
play
between
12am7pm
TV Ads
play
between
11am4pm
Radio ads
play
between
1pm7pm;
particularl
y within

played
between
4pm-8pm

Week 5

TV ads
played
between
10am2pm

TV ads
played
between
10am3pm

Radio ads
played
between
5pm-9pm

Radio Ads
played
between
4pm-8pm

Posters
begin to be
removed
from public
display and
places
unrelated to
pets.
TV ads
played
between
10am-2pm

TV ads
played
between
10am-2pm

Radio ads
played
between
5pm-9pm

TV ads
played
between
5pm-9pm

TV ads
played
between
4pm-8pm

TV ads
played
between
5pm-9pm

Radio ads
played
between
10am2pm

Radio Ads
played
between
10am3pm

Radio ads
played
between
10am-2pm

TV ads
play
between
9am9pm
Radio
Ads
played
between
5am5pm

Radio Ads
play
between
10am2pm &
9pm-1am

Radio ads
played
between
5pm-9pm

Week 6

TV ad
played
between
3pm-8pm,
focused
during
Dogs:
their
secret
lives on
channel
four.

Final vote
your
favourite
colour
range of
product
Twitter
Competitio
n occurs
TV ads
played
between
5pm-9pm
Radio ads
played
between
10am-2pm

TV ads
played
between
10am2pm &
9pm-1am
Radio Ads
play
between
3pm-8pm

Ending of
special
packagin
g
througho
ut
supportin
g
products.
TV ads
play
between
5am5pm
Radio
Ads play
from
9am9pm

the
classical
and news
stations.
All
posters
removed
from
public
display.
TV Ads
play
between
11am4pm
Radio ads
play
between
1pm7pm;
shown on
apps such
as spotify.
Material
removed
from
Social
Media
and
website
througho
ut the
day
Final TV
Ads play
between
11am4pm with
a special
ad at
7pm
thanking
everybod
y for
getting
involved
within the
campaign
Final
Radio ads
play
between
1pm7pm;
particularl
y within
the
classical
and news
stations.