Lost Pet Alert

The Largest Pet Retailer in the Nordics Turns DOOH into a Tool to Find Lost Pets
Musti Group, the largest pet retailer in the Nordics, is piloting a new technology in Finland designed to help locate lost pets. Each year, thousands of pets go missing, and the speed at which information spreads is critical to finding them.

In Musti Group’s pilot, a missing pet alert submitted online is automatically displayed on outdoor advertising screens in the area where the pet was last seen. By turning hyperlocal DOOH into a real-time alert system, information about a lost pet reaches nearby people quickly – significantly increasing the chances of the pet being found sooner.

The initiative offers a more efficient complement to traditional posters and social media posts commonly used in the search for missing pets. When a pet goes missing, the alert submitted via Karkurit.fi automatically appears on outdoor screens in the relevant area, based on postal code. Karkurit.fi is Finland’s most widely used website for reporting lost pets. The alert runs alongside regular advertising content on participating screens, around the clock.

The issue of lost pets affects a wide cross-section of Finns. According to Kantar, Finland is home to approximately 800,000 dogs and one million cats. Nearly all major outdoor advertising operators are participating in the Lost Pet Alert pilot, enabling the service to leverage a nationwide network of thousands of digital screens. The service will remain visible in public spaces for several months and may be developed into a permanent solution.

The Lost Pet Alert was designed by creative agency Erma&Reinikainen. The technical implementation is handled by Inuits, and PR for the project is managed by brand and communications agency United Imaginations.