Sydney Dogs & Cats Home: New Trick

The Sydney Dogs & Cats Home is now well known in Sydney. But it was time to raise awareness in rural and regional areas, where dog ownership is high. M&C Saatchi Sydney was also aware that an unusually high number of adoptions came from rural areas. Their solution: a 30-second radio ad on a large rural radio station, mixed under the voice-over was an ultrasonic frequency (at 20,000Hz), a sound that humans can’t hear, but dogs can.