PetPace – Animal Alerts (Peru → Global)
Transformed smart collars into seismic sensors, turning dogs into a life-saving earthquake warning system.
Submitted by MEDIAPLUS Germany
Winner’s Citation
PLATINUM in the 2025 Marketing Makes a World of Difference Awards
PetPace’s “Animal Alerts” turned dogs into earthquake warning systems. By harnessing natural animal sensitivity through smart collars and AI, the initiative alerted millions of Peruvians to seismic activity—saving lives while redefining the role of pet technology. With proven detection, measurable results, and a model for global expansion, PetPace showed how innovation can transform community safety and make the impossible possible.
PetPace – Animal Alerts was also a winner in the 17th Awards for Innovation in Media.
How it Makes a World of Difference
Earthquake prediction has long eluded even the most advanced technologies, yet science has shown that animals—especially dogs—can sense seismic activity before humans can. Animal Alerts harnessed this natural sensitivity with the PetPace 2.0 smart collar, turning everyday pet tech into a life-saving community warning system. Launched in Lima, Peru, where millions live in the shadow of the Pacific Ring of Fire, the initiative transformed dogs into “remote sensors” and built an AI-driven alert system that could save lives. This pioneering campaign reframed pet technology from individual health monitoring into collective disaster preparedness, showing how innovation can bridge science, empathy, and safety.
Jury Lens Evaluation
- Promise Becomes Action: PetPace’s promise of advanced pet health monitoring evolved into a broader promise of public safety—delivered through an AI-powered seismic warning system.
- Trust: By engaging local pet owners, NGOs, and media partners, the campaign built credibility through community involvement and transparency.
- Growth: The initiative opened PetPace to the South American market, positioning the brand as a leader in socially valuable pet technology.
- Difference: By repurposing wearable pet tech into an earthquake early-warning tool, Animal Alerts demonstrated how marketing and innovation together can redefine categories and create life-saving impact.
Results that Make a Difference
- 175 volunteer pets enrolled, forming a community-based seismic sensor network.
- 18 seismic events detected, with alerts sent to 9 million residents in Lima, giving them precious minutes to prepare.
- Secured free media partnerships for geo-targeted mobile notifications, digital billboards, and radio alerts.
- Generated significant earned media attention, positioning PetPace as an innovator in disaster readiness.
- Initiative now expanding to Japan and Turkey, proving scalability and global relevance.
