adam&eveDDB Tests Canine Cleverness with Doggy IQ for Mars Petcare

Dog owners are invited to get the measure of their pooch’s perspicacity via a fun interactive test called Doggy IQ, created by adam&eveDDB on behalf of the GREENIES brand, the Mars Petcare-owned range of pet treats.

Part of the GREENIES brand’s ‘Dogs don’t know what’s good for them’ campaign, the test gives dog and owner a chance to bond while measuring learning ability, memory and navigational skills. Whether the result is doggy genius or distinctly average, owners are encouraged to share the results on social media. Depending how well a dog scores, owners are offered money off their next purchase of the GREENIES brand dental treats – the lower the score, the bigger the discount.

The test activities were developed with canine intelligence researcher Dr Rosalind Arden, an Assistant Professorial Research Fellow at the London School of Economics with a PhD in behavioural genetics. It takes about 15 minutes to complete and requires just a handful of kibble or small treats, three plastic cups, two chairs, one blanket – and a dog.

The Doggy IQ campaign is backed with a campaign to drive consumers to the site hosting the tests. It includes a launch film, bespoke social and GIFs, all created by adam&eveDDB. There is also PR activity and an influencer outreach programme on Instagram, coordinated by Weber Shandwick.

Doggy IQ has been designed with a Silicon Valley start-up vibe using a soft pastel palette to give a modern, techy feel, combined with a playful tone of voice to make the test feel fun. The animation in the film and on the Doggy IQ site is by James Curran of SlimJim Studios, while the site itself was built by Barefoot Proximity.

“Dog owners know that our four-legged friends don’t always make the best decisions, like thinking your socks are a chew toy or that standing right behind you is a smart place to be,” said Craig Neely, Vice-President of Marketing at Mars Petcare. “That’s the idea behind Doggy IQ. We’re offering a fun bonding experience for pets and their owners, while celebrating the quirks that make our dogs loveable and, of course, rewarding them with dollars off our delicious and good-for-you treats.”

Dr Rosalind Arden said: “It was fantastic working to incorporate my research with this experience for the GREENIES brand. I’ve been working for several years on the subject of canine intelligence. I’m so excited to see it in the real world.”