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The challenge

With more than 3.5 million Australian households owning a dog, News Corp’s decision to launch their national, Dogs of OZ, campaign to celebrate the national obsession with our four-legged friends, was understandably well-received.


The campaign comprised digital and print editorial, TVCs, and sponsored and custom content.


The commercial team needed an agency able to deliver high quality written and video content, and an agency confident in digital publishing — the fact that we know dogs too was an added bonus!


What we did

Longtime clients, News Corp were already aware of our ability to fuse commercial with engaging editorial, which made us a logical partner. 

We strategised for both video and written content across News Corp’s print and digital mastheads.


Firstly, we created a video series with high profile dog trainers, who delivered informative topics in a fun, easily digestible way (just as we scripted !), in addition to an emotive video with a young guide dog recipient. For the entire series we managed from concept and storyboarding, to location production and post-production scripting. 

Next, we produced ongoing stories for digital platforms, each using best SEO practice. We researched every conceivable canine quandary, sourcing and interviewing multiple experts, as well as proactively recruiting celebrity dog owners for the campaign — including Hollywood actor, Ryan Kwanten. 

Not only was this campaign phenomenally well received, it also led to a large commercial project with Petbarn, which has seen us produce around 20 pieces of native content for the pet care retailer. 

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The result

"For a recent News Corp campaign we needed a content production company who could conjure up original ideas, write stories and deliver them to deadline, and direct end-to-end video content within a budget. Paul and his team delivered on all counts and with enthusiasm and good humour. I recommend Moon Dog Media unreservedly to deliver compelling content that will connect with any audience." 

John Barker, Commercial Content and Partnerships, News Corp 

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