| Title | CATSTACAM |
| Brand | MARS PETCARE AUSTRALIA |
| Product / Service | WHISKAS |
| Category | E03. Other Packaging |
| Entrant | CLEMENGER BBDO SYDNEY, AUSTRALIA |
| Entrant Company | CLEMENGER BBDO SYDNEY, AUSTRALIA |
| Advertising Agency | CLEMENGER BBDO SYDNEY, AUSTRALIA |
| Media Agency | STARCOM MEDIAVEST GROUP Melbourne, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Paul Nagy | Clemenger BBDO Sydney | Executive Creative Director |
| Luke Hawkins | Clemenger BBDO Sydney | Creative Director |
| Ben Smith | Clemenger BBDO Sydney | Creative Director |
| Nick Bonney | Clemenger BBDO Sydney | Senior Art Director |
| Denny Handlin | Clemenger BBDO Sydney | Senior Copywriter |
| Madeleine Marsh | Clemenger BBDO Sydney | Group Account Director |
| Kit Landsdell | Clemenger BBDO Sydney | Planning Director |
| David Halter | Clemenger BBDO Sydney | Digital Planning Director |
| Anna Walters | Clemenger BBDO Sydney | Senior Account Director |
| Josh Armstrong | Clemenger BBDO Sydney | Digital Account Director |
| George Robertson | Clemenger BBDO Sydney | Account Manager |
| Katie Scrutton | Clemenger BBDO Sydney | Account Executive |
| Toby Clark | Porter Novelli | Social Planner |
| Denise McKeon | Clemenger BBDO Sydney | Head of Integrated Production |
| Tim Mcpherson | Clemenger BBDO Sydney | Head Of Craft |
| Daniel Mortensen | Clemenger BBDO Sydney | Senior Designer |
| Robin Sung and Annabel Jewers | Clemenger BBDO Sydney | Content |
| Chris Bear/ Paul Whelan | Clemenger BBDO Sydney | Print Production |
Cat owners love the independence and somewhat mysterious nature of their cats. But they also know cats need care and attention. Owners often wish they could better understand their cats so they can care for them better. They turn to ‘online experts’ for help and advice. Vets, friends, and even other cat owners they don’t know. They didn’t think brands could help. We needed to get cat owners to realise Whiskas are not just makers of cat food, but passionate experts who understand cats natural needs and loves better than others.
Whiskas is the biggest cat food brand in Australia, famous for their purple brand colour and not much else. 2014 was a real catfight. Attacked directly by an aggressive new competitor, Felix. From above by premium taste and health brands. And from below by price-fighter and private label brands. Whiskas needed to meaningfully stand out. The most emotive, universal aspect of cat ownership wasn’t being talked about – care. As a leading expert in cat care and understanding, Whiskas offered something of true value. Rather than just tell owners this, we decided to prove it.
WHISKAS is a leading expert in cat care and understanding. So when we were briefed to create the packaging for CATSTACAM we knew we needed to create something special. Something that showed WHISKAS really does understand cats, in everything they do – even their packaging. So, we had an idea. What if the packaging was designed not just for cat owners? But for cats too? Inspired by the digital aspects of CATSTACAM, we designed a polygonal icosahedron with intricate wool weaving to look just like a cats favorite toy, a ball of string. The CATSTACAM device was housed within it and could be easily removed with the pull of a tab. And as a little added bonus, the packaging itself turned into a working cat toy, complete with ringing bells.
The Internet went crazy for CATSTACAM. In just a few weeks: • We were featured on blogs and news sites all over the world. • The online film was viewed over 1.1 million times. • #Catstacam was one of the top three trending hash tags globally. • The campaign generated over 585 million media impressions. • Generated over $13 million dollars in earned media. • A 400% uplift in sales. • And #AskWhiskas was so popular it has become an ongoing social service.