Hrvatski Telekom Created Scented Billboards That Attract Lost Dogs
Laura McQuarrie — December 18, 2025 — Marketing
References: lbbonline
Croatian telecom company Hrvatski Telekom collaborated with creative agency Bruketa&Zinic&Grey to create scented billboards that are useful for locating missing pets. More dynamic than the average missing pet poster, these billboards release the scent of food and include a water bowl nearby to encourage pets to stay close until they can be safely retrieved. The activation is part of a broader campaign promoting Hrvatski Telekom's GPS locator for pets.
“In Croatia, more than 1,500 dogs go missing or stray each year, creating an emotional burden for owners and a real risk for animals. Losing a pet is one of the hardest moments for any owner," said Branka Bajt, Brand Director at Hrvatski Telekom. "Our aim is to show how technology and innovative solutions can enrich what may seem like small, but are in fact extremely important life situations. If this experiment helps save even a single dog, we have already done a great thing."
“In Croatia, more than 1,500 dogs go missing or stray each year, creating an emotional burden for owners and a real risk for animals. Losing a pet is one of the hardest moments for any owner," said Branka Bajt, Brand Director at Hrvatski Telekom. "Our aim is to show how technology and innovative solutions can enrich what may seem like small, but are in fact extremely important life situations. If this experiment helps save even a single dog, we have already done a great thing."
Trend Themes
1. Scent-enabled Advertising - The integration of scents into visual advertising highlights an opportunity to create multi-sensory experiences that engage and attract audiences in unique ways.
2. Pet Safety Technologies - Innovations in pet tracking and retrieval technologies can significantly enhance peace of mind for pet owners, emphasizing the growing importance of safety solutions in the pet industry.
3. Interactive Out-of-home Media - The use of interactive elements such as scents in outdoor advertising invites disruptive innovation in how brands communicate and engage with their target audience in physical spaces.
Industry Implications
1. Pet Technology - The increasing demand for tech-driven pet solutions is revolutionizing the way pet owners safeguard and manage their pets' well-being.
2. Outdoor Advertising - New forms of interactive and experience-based advertising challenge traditional norms, paving the way for more engaging and memorable consumer experiences in public spaces.
3. Telecommunications - The collaboration between telecom companies and tech innovations in non-traditional sectors exemplifies how connectivity solutions can be leveraged for creative problem-solving in everyday life.
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