This advertisment isn't necessarily about showcasing Pedigree's product, but connecting with the audinece. You can throw a ball for the adorable little Golden to chase, pet him or her, and feed him or her food. Pedigree, of course. In this case, however, their audience is much larger, focusing on anyone who walks by the sign and wants to pet a virtual puppy. Whether it's a mother with two kids and three dogs or a 75-year-old man with ten cats and five puppies, this ad looks to engage anyone passing by. These people will then, of course, talk about how creative and fun this sign was. It isn't about directly selling this product, but making this product resonate and stick with their audience. Retention of an ad, obviously, does eventually increase the chance of selling a product, and who wouldn't remember the world's most adorable poster?
https://interactiveoutdoor.wordpress.com/2011/12/30/10/
This advertisement is memorable not only because it uses interactivity and keeps consumers involved, but also because who doesn't love a cute animal? Something like this will definitely draw consumer's attention, and I like how you mentioned that the ad can reach a large target audience. Interactivity is definitely the new platform to not only engage but create product and brand retention as well. I wouldn't be surprised if more displays like these start showing up in malls, airports, etc..
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