97% of pet-mad Brits talk to their pets

Now pets talk back with new viral campaign

29 July 2008

We all know that the British are crazy about their pets and 97% of pet owners in a new survey by The Blue Cross, Britain’s pet charity, even admitted to talking to them. The charity today launches an innovative online viral campaign which, for the first time, allows the pets to talk back.

The viral (www.talkingpets.org) uses U.S. technology, as seen in other popular virals like ‘Elf Yourself’, to create virtual pets that can be made to speak. Users can choose from a selection of cats and dogs and personalise them with different accessories and backgrounds. Or they can upload a picture of their own pet. Users can then pick a voice for their pet and type in a message for them to say, which they can send on to friends or add to their Facebook profile.

In a ground-breaking world-first, the viral will be promoted using a ‘virtual newshound’ - an interactive online advert featuring a talking dog that comes to life by reading the news headline from its host website in real time! This ad will run exclusively on AOL, while a simpler version on MySpace will encourage viewers to type in messages for the talking dog to say.

The online campaign aims to raise awareness of www.allaboutpets.org.uk, a new online community for pet lovers, run by The Blue Cross. It is hoped that the viral will help drive traffic to the site and boost sign-ups prior to its official launch next month.

Debbie Curtis, The Blue Cross Head of Communications said: "If you want to tell someone they’re in the doghouse but the cat’s got your tongue, using a talking pet is the perfect solution. This viral is fun, entertaining and a perfect way to reach pet owners who will enjoy being part of our new online community, All About Pets."

The viral campaign has been developed for The Blue Cross by WWAV Rapp Collins using text-to-speech technology from avatar specialists Oddcast. Digital specialists Hot Cherry will promote the campaign and the All About Pets website across a network of influential bloggers, online communities and other websites.

See the viral in action at www.youtube.com/petsthattalk.

Ends

Notes to editors

· High resolution stills of the Talking Pet viral and interactive ads are available on request. Interviews with Blue Cross spokespeople are available on request.

· The online survey asking 2,368 pet owners ‘Do you speak to your pet?’ was conducted by The Blue Cross between April and June 2008.

· The online viral campaign allows users to create talking pets. Functions include:

- choosing a pet from a selection of virtual cats or dogs (avatars) which have life-like movements and eyes that follow the cursor around the screen

- uploading a picture of your own pet and choosing a mouth that fits

- customising the avatars with a choice of accessories and animated backgrounds

- typing in a message for the pet to say through a ‘text to speech’ function or choosing from a selection of pre-recorded messages with a range of different voice options

- sending the ‘talking pet’ to friends by typing in their emails or accessing an online address book

- uploading the ‘talking pet’ onto your Facebook profile

· The interactive online ads are MPUs in the form of a talking dog. Both versions will use text-to-speech technology, allowing viewers to type in and play back messages through the dog. One version will incorporate page-scraping technology that allows the dog to read the headlines of the host webpage.

· All About Pets is a new social network site for pet lovers, run by The Blue Cross and designed and created by digital media agency DVA. Over 5,000 members have signed up since its beta launch in March 2008 and an official launch is planned for August 2008. For more information, visit www.allaboutpets.org.uk.

· The Blue Cross provides practical support, information and advice for pet and horse owners across the UK. Through its network of small animal and equine adoption centres it rehomes thousands of animals each year. Its hospitals provide veterinary care for the pets of people who cannot afford private vets' fees. For more information, visit www.bluecross.org.uk.

Media contacts

The Blue Cross press office, 020 7932 4060, press@bluecross.org.uk