CATSTACAM

TitleCATSTACAM
ClientMARS PETCARE AUSTRALIA
Product / ServiceWHISKAS
CategoryA02. Creative Innovation (incl. business solutions in association with a brand or creative campaign)
EntrantCLEMENGER BBDO SYDNEY, AUSTRALIA
Entrant Company CLEMENGER BBDO SYDNEY, AUSTRALIA
Advertising Agency CLEMENGER BBDO SYDNEY, AUSTRALIA
Media Agency STARCOM MEDIAVEST GROUP Melbourne, AUSTRALIA

The Brief

Whiskas is known as the purple cat food brand. They’re also a leading expert in cat care and understanding. But no one knew this. Instead, people were trawling through the Internet for advice. Or having to pay for it. In fact, cat owners are constantly looking for help regarding care and understanding. But they don’t turn to brands. They go online to find it, searching 7 times more for care than feeding (Source: Google Analytics). And care is one of the top three topics on social media. We needed cat owners to realise Whiskas don’t just make cat food, they’re passionate experts who understand cat behaviour. So we created Whiskas CATSTACAM, the social campaign that helps cat owners better understand their cats by seeing the world through their eyes.

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.

The CATSTACAM device was built by re-purposing an android smart watch and housing it in a bespoke 3D printed custom, lightweight case. The process involved lots of cat testing in order to achieve a perfect, cat-safe, design and weight. It used motion-detection to take photos whenever a cat was on the move, and utilised a home Wi-Fi network to upload them seamlessly to Instagram. To ensure we reached the right audience, we gave CATSTACAM devices to famous Internet cats and celebrity cat owners. As each photo shed new light on cat behaviour, we were there to explain why, with #AskWhiskas. Helping people better understand cats whilst proving our expertise in cat care and understanding. With Whiskas CATSTACAM, we created the latest in wearable cat technology that allowed Whiskas to truly demonstrate their cat behaviour and understanding expertise and improved people’s understanding of cats. The campaign also consisted of an online film, Facebook gallery and digital out of home media. It ran as planned throughout March in Australia.

Credits

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
Brendan Forster Clemenger BBDO Sydney Head of Creative Technology
Tim Mcpherson Clemenger BBDO Sydney Head Of Craft
Daniel Mortensen Clemenger BBDO Sydney Senior Designer
Madeleine Marsh Clemenger BBDO Sydney Group Account Director
Kit Lansdell Clemenger BBDO Sydney Planning Director
David Halter Clemenger BBDO Digital Planning Director
Toby Clark Porter Novelli Social Planner
Josh Armstrong Clemenger BBDO Sydney Digital Account Director
George Robertson, Katie Srcutton Clemenger BBDO Sydney Account Services
Anna Walters Clemenger BBDO Sydney Senior Account Director
Denise McKeon Clemenger BBDO Sydney Head of Integrated Production
Robin Sung and Annabel Jewers Clemenger BBDO Sydney Content
Chris Bear/ Paul Whelan Clemenger BBDO Sydney Print Production
Tech beach Device Builds
Porter Novelli PR