The biggest animal shelter network in France, SPA, needed to match the right pets with the right potential owners. Introducing THERE’S A PET FOR THAT: the campaign that turned the app store into a super-targeted pet catalogue.

How? By hijacking media space reserved for apps, in the app store, and using it to display real shelter pets – whose personality matched the app users. For example, athletic people need an athletic dog, so we displayed matching dogs in the search results for Nike Run Club, Strava and other athletic apps.

We targeted many categories of apps / personalities, like sport, relaxation, family or social. The ads directed users to the SPA app for responsible adoption. The potential owners filled in a questionnaire to verify their suitability for adoption; saw the cats or dogs matching them (based on answers to the questionnaire) and were directed to the closest SPA shelter.