2020 Bulldog PR Award
Launching a first-of-its-kind technology required unconventional thinking, and as such the V2 team actioned a diversity of media engagements to compel consumers to purchase to better their dog’s life. To underscore just why pet owners should invest in the product—the first and only truly wireless and portable dog containment system of its kind—V2 commissioned a national survey seeking responses on people’s relationship with their dogs, which revealed that 98% of people consider their dogs to be family members, wish they could take them places easier and that there is a big opportunity for businesses and communities to increase dog-friendly services and products. The messaging from this was clearly convincing; V2’s media strategy generated 47 pieces of coverage equalling 300M impressions, and played a highly influential role in SpotOn exceeding its internal sales goal for its first year on the market. Additionally, V2 secured the brand multiple award achievements, including New Hampshire’s Best New Product of the Year, 2019, CES Innovation Award honoree and a South by Southwest (SXSW) 2020 Innovation Award finalist.
These efforts, which spanned months prior to the launch, were aimed at ensuring the flagship product’s national positioning as a worthwhile investment for pet owners—and that work paid off. In recognition of our success at articulating to consumer audiences the value of SpotOn’s Virtual Fence system, the V2 team has won Silver in the Best Brand Launch category of the 2020 Bulldog PR Awards! The award recognizes the most outstanding PR and communications campaigns of the year, and we’re honored to receive it for such an ambitious and innovative client. And, not to mention, one that caters to something so near and dear to the hearts of many V2ers—our pups!