Client
Office
During Las Fallas, Spain’s noisiest festival, pet owners face the same dilemma every year: how to celebrate a cultural tradition without putting their pets at risk.
“Paws The Noise” turned this tension into a lived brand experience by offering a professionally soundproofed anti-noise shelter within the city, where people could actively protect their dogs in real time.
In a highly competitive insurance market, where local brands are top of mind, Generali needed to build awareness and relevance for its new pet insurance offering, moving beyond functional messaging.
At the same time, Las Fallas, one of Spain’s most iconic cultural celebrations, creates extreme noise levels that cause sustained stress for thousands of pets each year.
This exposed a recurring behavioral conflict: how to take part in the celebration while protecting those at home.
In Valencia, where approximately 26% of residents own a dog, this challenge is a shared reality for thousands of families every year. Pet owners want to enjoy the festivities, but they also want to protect the animals they care about most.
Generali’s answer was “Paws The Noise”: professionally soundproofed spaces, placed within the noisiest area of Valencia, transformed into anti-noise shelters where pet owners could actively protect their dogs during the festival, showing the brand as immediately relevant and empathetic.
The campaign delivered significant and measurable impact across key business metrics:
The action generated an impressive 3x return on investment, demonstrating strong financial efficiency and strategic effectiveness.
Visits to the dedicated pet product section of the website saw a substantial 256% increase compared to the period preceding the activation, indicating a significant boost in audience interest and engagement.
Sales of Generali's pet insurance product surged by 191%, directly reflecting the campaign's success in driving conversions and market penetration.
