Idea

Pee in the Park was a first-of-its-kind event for London dog owners at Victoria Park. Lamp posts were fitted with pH urine tests, with Tails.com behaviourists and vets on site to provide real-time health insights as dogs marked their territory. This non-invasive testing helped spot early signs of potential health issues.

Dog owners could consult on-site vets about their dog’s results, supported by Tails.com’s offerings, and were supplied with at-home testing kits with usage instructions, encouraging owners to keep on top of their furry friend’s health.

 A listings release was shared with London-based media, while local dog-walking communities and social groups were engaged to boost attendance.

Consumer research revealed key insights into dog owner behaviors, while a third-party economist helped craft compelling statistics highlighting the financial impact of sick days taken to care for pets - adding another layer of newsworthiness. 

To support bespoke social content from Time Out, Tails.com also launched a content series across social channels to build excitement and amplify the campaign