Mars-owned brand Puppo, a pet nutrition company, gathers data from customers to create bespoke meals for dogs. To launch Puppo in New York City, we reflected this personalisation in our advertising, making a unique ad for every registered dog there. All 100,729 of them.

We created an algorithm that extracted data from the NYC Dog Licensing Dataset to find out the name, age, breed, borough and zip code of each dog. Then, a modular copy and art direction system generated an individual print ad for each dog that linked to a health benefit from using Puppo’s services.

Dog owners were targeted by zip code, within dog-walking distance of where they live, and each ad had a unique QR Code that drove the owner to the website where a shopping experience was tailored to their dog.