ROVER CANADA

Rover came to Electric Pen wanting a fresh perspective on how they could win over Canada’s pet owners. They had low brand awareness in general within the market—and even more so in Winnipeg. Research showed that Winnipeggers didn’t trust large brands that felt “high tech,” preferring businesses that felt more localized instead.

We were given the licence to stray from the American brand meet these concerns and were asked to help their audience gain a deeper understanding of the services Rover offered and demonstrate the value that Rover provided to pet parents.

I designed and wrote copy for three different approaches, focusing on what a bored pet might dream about and hinting at the health benefits of getting exercise and companionship, or the local aspect (sitters come from neighborhoods they know and trust).