Media: The Nose Knows: How Billboards Are Becoming Pet-Rescue Beacons

What Is the Functional Advertising Trend: When Billboards Get Jobs

Scent-Driven Tech Meets Street-Level Rescue

Billboards are going from static eyesores to functional lifelines. Hrvatski Telekom's food-scented installations combine olfactory attraction with GPS tracking to reunite lost dogs with their owners, transforming passive advertising into active problem-solving infrastructure.

• Billboard Bait: Food-scented panels draw wandering dogs using canine instinct rather than human spotting

• GPS-Guided Comfort Zones: Integrated water bowls keep animals calm while owners track their location via Hrvatski Telekom's Pet Tracker

• Strategic Street Placement: Zagreb installations target high-traffic dog-walking zones where strays are most likely to roam

• Behavior-Based Design: The system exploits how dogs actually navigate—by nose—rather than hoping for chance encounters

• Utility Over Awareness: The billboard demonstrates product capability through real-time intervention instead of static claims

• Scalable Infrastructure Model: Concept can deploy near parks, shelters, and trails anywhere lost pets congregate

Insights: Utility replaces interruption when brands solve real problems at the point of need, turning advertising infrastructure into community service.

Industry Insight — Functional Wins Over Flash	OOH advertising earns attention through problem-solving rather than creative volume when utility demonstrates product value in real-time
Consumer Insight — Help First, Sell Second	Pet owners reward brands that address emotional urgency through tangible action rather than marketing promises
Brand Insight — Infrastructure Beats Interruption	Hrvatski Telekom positioned as community partner rather than telecom vendor by making billboards work harder than the product they promote

By addressing the 1,500+ dogs that go missing in Croatia annually, Hrvatski Telekom created a billboard that works harder than the GPS tracker it's promoting. The line between marketing and public service is officially blurred.

Why It's Trending: The Utility Revolution in Brand Experience

Consumer trust in traditional advertising is plummeting. People scroll past, block, and mentally filter out anything that feels like a sales pitch, forcing brands to prove value upfront through functional interventions.

• Emotional Stakes Amplification: Pet loss creates urgency that generic advertising can't match—owners will remember who helped

• Behavioral Targeting 2.0: The billboard targets actual dog behavior in real-time instead of demographic guessing

• Pet Economy Boom: Global pet care spending exceeds $260 billion, making pet-focused solutions commercially viable

• Experience Economy Shift: Consumers reward brands that create memorable helpful moments over product feature pitches

• Social Proof Through Action: Every rescue generates organic word-of-mouth more powerful than paid media

• Technology Accessibility: GPS tracking, scent-release mechanisms, and sensor integration are now affordable at scale

Insights: Emotional urgency accelerates brand loyalty when functional solutions address high-stakes consumer problems traditional advertising ignores.

Industry Insight — Value-First Positioning	Advertising effectiveness depends on utility delivery rather than creative messaging alone when consumer skepticism runs high
Consumer Insight — Emotional ROI	Pet owners prioritize brands that understand animal behavior and emotional attachment over price-driven competitors
Brand Insight — Problem-Solving Premium	Hrvatski Telekom converted CSR moment into brand differentiation by solving a problem competitors ignored

The trend is rising because traditional interruption advertising is dying. Brands either evolve into service providers or fade into the background noise.

Detailed Findings: Turning Infrastructure Into Storytelling

This installation weaponizes empathy at scale. By addressing the 1,500+ annual lost dog cases in Croatia, the brand positioned itself as essential infrastructure rather than optional service.

• Scent as Behavioral Currency: Food aroma exploits canine biology, guaranteeing engagement from dogs without human intervention

• Passive Surveillance Meets Active Rescue: GPS tracking becomes rescue coordination, proving the product's value through live demonstration

• Public Space as Test Lab: Zagreb's dog-walking zones function as real-world product testing grounds visible to potential customers

• Empathy-Driven ROI: Each successful reunion generates viral storytelling that amplifies campaign reach organically

• Cross-Category Inspiration: The model translates to child safety, elderly care, or any scenario where tracking meets emotional urgency

• Infrastructure Brand Positioning: Hrvatski Telekom stops being "just telecom" and becomes community safety partner

Insights: Active demonstration replaces passive messaging when advertising infrastructure performs the exact service it promotes.

Industry Insight — Infrastructure as Marketing	The future of advertising belongs to brands willing to build functional infrastructure that earns cultural relevance through utility
Consumer Insight — Trust Through Tangibility	People trust brands that prove competence through action rather than those making claims through creative messaging
Brand Insight — Service as Differentiation	Hrvatski Telekom differentiated in crowded telecom market by making their billboard more useful than the product itself

The most compelling finding is what the billboard represents. This is proof-of-concept for advertising that works overtime, demonstrating product capability while simultaneously providing community service.

Main Consumer Trend: The Utility-Seeking Audience

The modern consumer filters ruthlessly. They've developed immunity to traditional advertising tactics, demanding proof of value before engagement.

• Skepticism as Default: Consumers assume marketing claims are exaggerated until proven through tangible demonstration

• Action Over Promises: Pet owners value brands that intervene in real crisis moments rather than building aspirational narratives

• Community Service Expectation: Audiences expect brands to contribute functionally to public welfare beyond profit motives

• Experience Memory: Helpful brand moments create lasting loyalty more effectively than repeated exposure to messaging

• Trust Through Transparency: Functional advertising removes skepticism by making product capability visible and testable

• Emotional Decision Priority: When pets are involved, effectiveness trumps price sensitivity in brand choice

Insights: Consumer loyalty shifts toward brands that prove competence through functional intervention rather than competing on messaging creativity.

Industry Insight — Service Integration	Brands winning consumer trust integrate utility directly into marketing infrastructure rather than separating service from promotion
Consumer Insight — Proof-First Mindset	Modern audiences demand tangible evidence of brand capability before considering purchase, especially in emotionally charged categories
Brand Insight — Trust Through Action	Hrvatski Telekom built credibility by demonstrating tracker effectiveness through real rescues rather than testimonial campaigns

The utility-seeking consumer isn't a trend—it's the new baseline. Brands that don't provide value upfront won't get a second look.

Key Success Factors: Building Advertising That Actually Works

The billboard works because it exploits canine behavior, addresses pet owner anxiety, and demonstrates product capability in real-time. Remove any element and the campaign loses its functional edge.

• Biological Targeting: Food scent guarantees canine engagement regardless of human awareness or interaction

• Emotional Amplification: Pet loss anxiety creates brand recall stronger than traditional frequency-based advertising

• Real-Time Proof: GPS tracking proves itself through actual rescue operations rather than hypothetical scenarios

• Strategic Placement: High-traffic dog zones maximize exposure to both lost pets and potential customers

• Behavioral Design: Water bowls extend dwell time while keeping animals calm and stationary for pickup

• Viral Storytelling: Each successful rescue becomes organic content that spreads through pet owner networks

Insights: Success hinges on aligning biological behavior, emotional urgency, and technological proof in a single functional intervention point.

Industry Insight — Multi-Layer Functionality	Winning campaigns stack biological triggers, emotional resonance, and product demonstration into unified experiences
Consumer Insight — Crisis as Catalyst	Pet owners form strongest brand attachments during moments of acute need rather than routine product usage
Brand Insight — Demonstration Over Declaration	Hrvatski Telekom let the billboard prove tracker capability instead of relying on claims or testimonials

Success factors aren't about creative brilliance—they're about functional alignment. When biology, emotion, and technology converge at the point of need, traditional advertising metrics become irrelevant.

Description of Consumers: The Anxious Pet Parent

Pet owners are hyper-engaged, emotionally invested consumers who prioritize animal welfare over price considerations. They're predominantly urban professionals aged 25-45 with disposable income.

• Urban Dog Owners: City dwellers navigating parks, streets, and public spaces where pets can easily stray or escape

• Income Level: Middle to upper-middle class with spending power for premium pet products and services

• Emotional Investors: View pets as family members, making emotional connection the primary purchase driver

• Tech-Adopters: Comfortable with GPS tracking, apps, and connected devices for pet safety and health monitoring

• Community-Oriented: Frequent dog parks and walking zones, creating social networks around pet ownership

• Proactive Safety Seekers: Invest in preventative solutions like GPS trackers before crisis moments occur

Insights: Pet parents prioritize emotional security over cost efficiency, making them ideal targets for utility-driven brand experiences.

Industry Insight — Premium Willingness	Pet owners demonstrate higher willingness to pay for solutions that address emotional security versus basic functionality
Consumer Insight — Prevention Over Reaction	Anxious pet parents invest in proactive safety measures, creating market opportunities before crisis moments
Brand Insight — Family Positioning	Hrvatski Telekom tapped into family-level emotional investment rather than treating pets as secondary consumer category

The anxious pet parent isn't price-sensitive—they're solution-desperate. Brands that acknowledge this emotional reality and provide tangible safety measures win loyalty that transcends traditional customer relationships.

What Is Consumer Motivation: Safety as Emotional Currency

Pet owners aren't buying GPS trackers—they're buying peace of mind. Hrvatski Telekom's billboard taps into deep-seated fears around pet safety and the inability to protect vulnerable family members.

• Loss Prevention Anxiety: Fear of permanent pet loss drives investment in tracking technology and safety infrastructure

• Control Over Uncertainty: GPS tracking provides illusion of control in unpredictable urban environments

• Guilt Avoidance: Proactive safety measures alleviate owner guilt about potential negligence or accidents

• Social Identity Protection: Pet loss carries social stigma among pet owner communities, motivating preventative action

• Emotional Attachment: Pets function as emotional support systems, making their safety non-negotiable

• Trust Through Demonstration: Brands proving they understand pet behavior earn deeper trust than those marketing features

Insights: Motivation centers on emotional security rather than product features, making functional demonstration more powerful than technical specifications.

Industry Insight — Emotional Selling	Pet industry success depends on addressing emotional drivers rather than competing on product features or price points
Consumer Insight — Fear as Motivator	Pet safety purchases are driven by loss prevention anxiety rather than aspiration or lifestyle enhancement
Brand Insight — Empathy as Strategy	Hrvatski Telekom positioned as empathetic partner understanding pet owner fears rather than technology provider

Consumer motivation isn't rational—it's emotional. Brands that acknowledge the fear beneath the purchase decision create loyalty traditional marketing can't touch.

Strategic Trend Forecast: Infrastructure Advertising Goes Mainstream

Functional advertising will evolve from novelty to expectation. Hrvatski Telekom's model becomes the blueprint for how brands justify their presence in public spaces.

• Sensor-Driven Advertising: Billboards equipped with environmental sensors responding to real-time conditions and consumer needs

• Multi-Purpose Infrastructure: Ad spaces doubling as EV charging stations, WiFi hotspots, emergency communication points

• Behavioral Targeting Evolution: Marketing shifts from demographic guessing to biological and behavioral pattern recognition

• Service-First Branding: Brands compete on functional utility provided through advertising infrastructure rather than creative messaging

• Community Integration: OOH advertising becomes expected civic infrastructure rather than optional commercial presence

• Measurable Impact: Campaign success measured by problems solved rather than impressions delivered

Insights: Advertising infrastructure will earn its place in public space through functional contribution rather than rented visibility.

Industry Insight — Utility as Currency	Future advertising revenue models will incorporate civic contribution metrics alongside traditional impression-based pricing
Consumer Insight — Expectation Inflation	Audiences will increasingly view non-functional advertising as visual pollution rather than acceptable commercial presence
Brand Insight — Infrastructure Investment	Leaders will shift budgets from creative production toward functional infrastructure that demonstrates brand values through action

The forecast is clear: advertising either becomes useful or becomes invisible. Brands investing in functional infrastructure now will own the playbook when utility becomes table stakes.

Areas of Innovation: Where Functional Ads Deploy Next

The scent-billboard model translates across any category where emotional urgency meets behavioral targeting. Look for functional advertising expansion in child safety, elderly care, and emergency response.

• Child Safety Zones: School-adjacent installations with emergency communication, GPS tracking tie-ins, and safe-waiting areas

• Elderly Care Networks: Bus stops and public benches with fall detection, emergency buttons, and caregiver alerts

• Public Health Monitoring: Billboards with air quality sensors, hydration stations, and health screening capabilities

• Emergency Response Hubs: Ad infrastructure doubling as disaster communication points with backup power and connectivity

• Urban Wildlife Management: Installations managing human-animal conflicts in urban areas through behavioral redirection

• Mental Health Touchpoints: Public space advertising providing crisis resources, helpline access, and supportive messaging

Insights: Innovation opportunities exist wherever emotional stakes, behavioral patterns, and technological intervention converge in public spaces.

Industry Insight — Cross-Category Potential	Functional advertising frameworks translate across industries when adapted to specific behavioral triggers and emotional drivers
Consumer Insight — Public Space Expectations	Citizens increasingly expect public infrastructure to provide functional value beyond aesthetic or commercial purposes
Brand Insight — First-Mover Advantage	Brands establishing functional advertising infrastructure early will own category association before competitors recognize the shift

Areas of innovation aren't limited by category—they're limited by imagination. Any brand serving a category with emotional urgency can deploy this model.

Core Macro Trends: The Forces Driving Functional Advertising

Multiple macro forces converge to make functional advertising inevitable. Economic uncertainty, urbanization pressures, and technology accessibility push brands toward utility-first approaches.

• Economic Pressure: Inflation and cost-of-living concerns make consumers demand tangible value from every brand interaction

• Urbanization Intensity: Dense city living creates infrastructure gaps that brands can fill while advertising their solutions

• Technology Democratization: GPS, sensors, and connected devices become affordable enough for advertising-scale deployment

• Trust Erosion: Declining faith in institutions pushes consumers toward proof-based brand evaluation

• Experience Economy Maturation: Consumers value memorable helpful moments over material goods, rewarding service-oriented brands

• Social Responsibility Expectations: Audiences demand brands contribute to public welfare rather than purely extracting commercial value

Insights: Macro trends align to reward brands building functional infrastructure while punishing those relying on interruption-based advertising.

Industry Insight — Convergence Opportunity	Multiple macro forces simultaneously favor functional advertising, creating rare alignment for industry transformation
Consumer Insight — Value Verification	Economic and trust pressures make consumers scrutinize brand claims more carefully, demanding proof before engagement
Brand Insight — Strategic Timing	Hrvatski Telekom capitalized on macro trend convergence when technology costs dropped and consumer expectations shifted

Macro trends don't just enable functional advertising—they demand it. Brands ignoring these forces will find traditional approaches increasingly ineffective.

Summary of Trends: The Functional Advertising Framework

Core trends converge around utility-first brand experiences that demonstrate value through infrastructure rather than messaging.

Trend Name	Description	Implications
Core Consumer Trend: Pragmatic Validation	Utility-Seeking Audiences demand proof before engagement	Brands must demonstrate capability through action rather than claims
Core Strategy: Functional Infrastructure	Infrastructure as Advertising turns public spaces into functional brand touchpoints	Marketing budgets shift from creative production to utility infrastructure investment
Core Industry Trend: Utility Over Creativity	Functional Wins Over Flash as advertising effectiveness depends on problem-solving	OOH industry transforms from visibility rental to civic contribution marketplace
Core Motivation: Emotional Pragmatism	Safety as Emotional Currency drives purchase in high-stakes categories	Brands addressing emotional security outperform those competing on features or price

The convergence of pragmatic consumer validation, functional infrastructure strategy, utility-focused industry shifts, and emotional pragmatism creates a new advertising paradigm. Brands that align all four trends—proving capability through action, investing in public utility, prioritizing problem-solving over creativity, and addressing emotional security—will dominate categories where traditional interruption advertising fails to break through.

Final Insight: Advertising Earns Attention Through Action

The Croatian billboard isn't a campaign—it's a manifesto. Brands that build functional infrastructure solving real problems will dominate categories where emotional stakes run high.

• Utility Replaces Interruption: Functional value justifies brand presence in public spaces more effectively than creative volume

• Proof Beats Promises: Demonstrations of capability through real-time intervention outperform testimonials and claims

• Emotion Drives Adoption: High-stakes categories like pet safety reward brands addressing emotional urgency over rational features

• Infrastructure as Strategy: Public utility investments create brand positioning traditional campaigns can't replicate

• Behavior-Based Design: Success depends on understanding and exploiting biological and psychological patterns

• Scalability Through Service: Models solving genuine problems replicate across geographies and categories more effectively than creative concepts

Insights: The future belongs to brands willing to invest in infrastructure that works when advertising doesn't.

Industry Insight — Transformation Imperative	Advertising must evolve from attention-seeking to attention-earning or face irrelevance as consumer filtering intensifies
Consumer Insight — Action as Trust Signal	Tangible problem-solving creates brand loyalty stronger than any frequency-based campaign or creative award
Brand Insight — Infrastructure Investment ROI	Hrvatski Telekom's functional billboard generates ongoing returns through organic storytelling and community positioning traditional ads can't achieve

The final insight is simple but brutal: advertising either solves problems or becomes one. Brands building functional infrastructure now will own consumer trust when utility becomes mandatory.

Trends 2025: Pragmatism Powers Pet Tech Infrastructure

The Practical Revolution in Public Space Advertising

Pet safety technology integrates with urban infrastructure as brands embrace pragmatic solutions over flashy campaigns. The $260+ billion pet economy rewards brands that prioritize tangible utility.

• Public-Private Pragmatism: Cities and brands collaborate on pet-friendly infrastructure serving practical civic and commercial purposes simultaneously

• Sensor-Driven Solutions: Parks, trails, and public spaces equipped with pragmatic pet tracking and safety technology that works 24/7

• Behavioral Design Realism: Infrastructure engineered around proven animal psychology rather than theoretical human-only consideration

• Emergency Response Networks: Connected systems enabling rapid pet recovery through automated alerts and practical location tracking

• Data-Driven Pragmatism: Pet movement patterns informing realistic urban planning and commercial location strategies

• Cross-Category Application: Pragmatic model extends to child safety, elderly care, and any category with emotional urgency and tracking needs

Insights: Pragmatism replaces spectacle as pet tech infrastructure represents the first wave of functional advertising that earns placement through practical civic contribution.

Industry Insight — Infrastructure as Pragmatic Media	Public utility infrastructure becomes advertising medium when brands embed practical services that demonstrate product capabilities through real-world application
Consumer Insight — Practical Expectations Reset	Pet owners expect cities and brands to provide functional safety infrastructure, making pragmatic early movers category definers over creative competitors
Brand Insight — Pragmatic Category Leadership	Hrvatski Telekom positioned as pet safety innovator rather than telecom commodity through practical infrastructure investment that solves real problems

Trends 2025 point toward advertising infrastructure becoming expected civic contribution. Brands providing pragmatic, functional value through public space installations will own category association while competitors still buy billboard space.

Source: https://www.trendwatching.com/innovations/hrvatski-telekom-uses-food-scented-billboards-and-gps-to-help-owners-find-their-lost-dogs