As part of the My Dog, My… consumer promotion, Mars Petcare brand My Dog has launched an extensive digital out of home campaign with Val Morgan Outdoor involving 400 unique content pieces running across 100 shopping centres nationally.

Using creative tailored to each individual shopping centre, the localised digital out of home campaign is one of the largest of its kind.

Consumers have been asked to share the special relationship they have with their dog through social media and the My Dog website. The four week campaign features a different local dog each week in each shopping centre, creating a personalised message.

“With unique creative playing in individual locations this is a great example of how brands are now starting to think about the exciting opportunities and possibilities digital out of home provides,” said Anthony Deeble, MD of Val Morgan Outdoor.

“With 400 unique content pieces across 100 different locations, this is by far the most tailored digital out of home campaign ever executed in Australia,” he said.

The campaign was planned by Starcom MediaVest Melbourne.

Mila Sedivy, account director at Starcom MediaVest said the essence of the My Dog, My… campaign is about celebrating the relationships that each Australian has with their dog in an inspirational way that brings a sense of community.