Bayer’s Animal Health Division is one of the world’s largest suppliers of veterinary medicinal products for use in household pets, horses and livestock. Their pet microchip brand, Tracer Advance, is the UK’s No.1 choice for microchipping
Our role: Nationwide media relations for National Microchipping Month campaigns and research, creation and launch of an informative White Paper with the aim of gaining a change in the law regarding the microchipping of pets.
When: 2010 – current
The Brief: To ensure that Bayer Animal Health have a dominant share of voice in the microchip market so that they are regarded as the de facto solution for vets and pet owners when it comes to microchipping animals.
The Solution: Research and production of a comprehensive White Paper to inform debate on the subject of animal microchipping. Numerous techniques employed to promote Tracer Advance® during National Microchipping Month 2010 and 2012 including; compiling a number of real life case studies for placement within regional media, creating original research with over 1000 pet owner respondents and engaging well-known veterinary professionals to promote the results.
A high profile launch of the White Paper at the House of Commons in 2010 and subsequent ongoing introduction to ministers and peers at the DEFRA. Updating and re-launch of white paper with the aim of bringing about the compulsory microchipping of Pets.
Creation of and Coverage for regional case studies in several target regional publications nationwide ahead of National Microchipping Month 2010 and 2012.
Radio coverage on 154 stations including 12 BBC stations and Sky News radio for the 2012 campaign.
Working with various animal charities to create a unified view on Microchippping of pets.