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Purina pet power

USA

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Energising Sustainability with a Pet-Powered Twist

THE PET POWER ACTIVATION 

Purina sought to amplify its commitment to sustainability and renewable electricity by engaging the pet-loving public in a unique and interactive way. They wanted to amplify their commitment to renewable electricity in a way that was not only impactful but also engaging and fun for their loyal customers. The challenge was clear: how could Purina connect their dedication to renewable electricity with the everyday lives of pet owners, all while highlighting the unbounded energy of pets that the brand so cherishes?  

Purina's mission was to create an initiative that would resonate on multiple levels. They needed a solution that was tangible and interactive, making the benefits of renewable electricity something people could see and feel. This initiative needed to encourage community involvement, spark environmental awareness, and above all, demonstrate that sustainability can be seamlessly integrated into daily life. The ultimate goal was to forge a connection between the simple act of walking a pet and the broader impact of renewable electricity production, thereby fostering a deeper understanding and appreciation of sustainability within the community.  

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THE SOLUTION

Pavegen designed and built an eye-catching and stylish installation using strobe lights and gamification with the ‘ElectroShuffle’. The ElectroShuffle challenged visitors to use their best dance moves to generate the most real-time energy in competition with each other. Two Pavegen platforms allowed players to battle for the top spot on the leaderboard and compete for the chance to win tickets to next year’s festival.

Step into the Future with Pet Power

To tackle this challenge, Purina partnered with Pavegen to launch Pet Power activation, which featured an innovative renewable electricity-generating walkway. This kinetic brand experience harnesses the energy generated by pets and their owners as they walk. Each step on the Pet Power walkway generates up to three joules of electricity, converting the simple act of walking into a renewable electricity source. Walking just got a lot more powerful!  

Pet Power is a traveling activation, set up at various pet-friendly venues throughout St. Louis, including Bar K St. Louis, Purina Farms and major events like the Great Forest Park Balloon Race and the APA Canine Carnival. This initiative showcases the potential of kinetic technology and is symbolic of the importance of renewable electricity to Purina's sustainability strategy. The electricity produced is stored in batteries and donated to the APA Adoption Center in St. Louis, creating a direct impact on the local community.  

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Technological Innovation: Smart Steps Towards a Greener Future

Pet Power has had a significant impact on community engagement and aligns with Purina’s sustainability efforts. Key outcomes include: 

Electrifying Awareness, Engagement, and Community Involvement 

By engaging pet owners and their furry friends, Purina's Pet Power activation has made renewable electricity fun, accessible and relatable. Pets and their owners’ generated electricity that will be stored in batteries and donated to a local pet adoption nonprofit. This interactive experience not only raises awareness about the importance of renewable electricity but also aligns with consumers' sustainability beliefs. The memorable and meaningful brand engagement reinforces Purina’s commitment to environmental stewardship, building strong brand loyalty and fostering a sense of community and shared purpose. 

Aligning with Sustainability Initiatives  

The project aligns with Purina’s broader sustainability initiatives, including its goal to achieve 100% renewable electricity by 2025 and contribute to Nestlé’s net-zero greenhouse gas emissions target by 2050. Pet Power represents innovative solutions that integrate sustainability into everyday life.   

Data-Driven Insights & Technological Innovation 

Using data and insights from the kinetic brand experience, Purina can educate and inform the public about the benefits of renewable electricity. This adds significant PR value, positioning Purina as a leader in sustainability and innovation. The collaboration with Pavegen showcases the practical application of smart flooring technology in a novel context, pushing the boundaries of what kinetic technology can achieve and setting a precedent for future projects.  

By leveraging the energy of pets and their owners, Purina used Pavegen’s innovative technology in a new way to to demonstrate the potential of renewable electricity. Pet Power stands as a testament to the innovative spirit of both companies and their commitment to environmental stewardship, ultimately boosting consumer loyalty and enhancing the brand’s value through meaningful engagement and impactful initiatives.