Intervet: capitalising on a potential crisis
Having your business sector criticised by the media is not an obvious marketing opportunity. When Radio 4’s Today programme picked up on the discussion surrounding the value of pet vaccination, Blue Zebra seized upon the inevitable media debate that followed and set about turning a negative into a positive to create a competitive advantage for Intervet UK.
It worked! Research conducted shortly afterwards highlighted that 60% of pet owners were more likely to vaccinate after hearing the debate.
Obviously this information is too sensitive for a website but the campaign won not one but three Chartered Institute of Public Relations PRide Awards. Need we say more …
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