Last year, Subaru introduced Make a Dog’s Day, a holiday on Oct. 22 designed to drive the adoption of shelter animals, particularly those who are blind, disabled or otherwise struggle to find loving homes, as well as simply finding ways to make our canine companion’s days a little better in any number of ways.
Subaru worked with agency of record Carmichael Lynch on the effort, which was recently awarded an Adweek Media Plan of the Year Award for Best Cause Marketing campaign spending $1 million or more. This year’s campaign features a 30-second spot once again celebrating shelter “Underdogs” in an attempt to drive adoptions for longtime Subaru partner ASPCA, which runs across broadcast and digital video channels.
The campaign also features custom content elements with BuzzFeed, the Dodo and Nat Geo. As part of its monthlong Subaru Loves Pets event, the automaker has also featured a series of social media content around the Underdogs. The company is also staging socially distanced in-person and/or virtual adoption events at 600 Subaru retailers across the country.
“Dogs hold a special place in our hearts here at Subaru, and this year’s National Make a Dog’s Day is the perfect occasion to show appreciation for our canine friends, especially the hundreds of thousands of dogs with special needs that are too often overlooked,” Subaru of America svp, marketing Alan Bethke said in a statement. “We are proud to kick-start this initiative for the second year and help shelter pets find loving homes. Please consider adopting an Underdog today and for those who already have furry friends at home, remember to do something extra special to make their day on October 22.”
If you’re looking for a way to make your dog’s day, consider submitting your agency pooch for AgencySpy’s Dog of the Year Award.