HELLO CATS

TitleHELLO CATS
ClientTHINK ADOPTION
Product / ServiceSHELTER CATS ADOPTION
CategoryA09. Launch or re-launch
EntrantFRED & FARID SHANGHAI, CHINA
Entrant Company FRED & FARID SHANGHAI, CHINA
Advertising Agency FRED & FARID SHANGHAI, CHINA

The Campaign

• Objective: expulse shelter cats’ uncute image and make people think adoptation • Challenge: shelter cats are always refused by Cat buyers because they are always linked with defective and not cute. • Strategy: We chose to use all these “uncute” features as inspiration for Hello! Kitty’s newest and cutest line : Hello! Cats • Execution: We used the uncute features to create the 65 new designs of hello! Cats. Then matched these designs to actual thinkadopt shelter cats. Just like every hello! Kitty edition, the designs were applied all around, online, apps., in-store, merchandise, etc. Also celebrities from china, taiwan, and hong kong, also drawn in by the new designs, people tapped, clicked, read on. And discovered the wonderful story of a shelter cat waiting for a home. People fell in love with hello! Cats. But they fell in love with the shelter cats even more. • Outcome: During campaign period, we helped 10 CATS find their home per week. And inquiries number increased 600% than ever before. The animal charity ThinkAdoption has lots of shelter cats but difficult to find homes for them. Because in Asia shelter cats are seen uncute by the cat-breeder buyers. In this case, the cutest icon, Hello Kitty wants to help. Thus we created this Hello!Cats idea to help more shelter cats find their home and to help increase ThinkAdoption brand visibility. Meanwhile, Hello Kitty is no longer only regarded as pink cutie girls’ brand but also deeply loved by a huge amount of kind-hearted cat lovers.

The Brief

The campaign aims to expulse shelter cats’ uncute image and make cat-breeder buyers think adaptation. This is to create awareness for the charity organization ThinkAdoption and to change cat-breeder buyers’ mindset when they think buying cats. In 2014, we interviewed 100 Cat Breeder Clients on why they preferred Breeder-Bought Cats to Shelter Cats. They gave the usual reason: “Shelter Cats just aren’t cute.” Which makes a lot of shelter cats cannot find homes.

Results

The Hello!Cats collection suddenly reached a huge “LIKE” from every cat lovers and warm hearted persons as other Hello Kitty collections did. More than 100 media channels were talking about this new collection including TV, press, online medias and even celebrities from China, Taiwan, and Hong Kong. During campaign period, we helped 10 CATS find their home per week. And inquiries number increased 600% than ever before.

Execution

1. From June to July 2014, we interviewed 100 Cat Breeder Clients on why they preferred Breeder-Bought Cats to Shelter Cats at ThinkAdoption. 2. Then we collected the “uncute” features from the interview and use these into the newest and cutest line, from July to Oct 2014. 3. We then matched these designs to actual ThinkAdoption Shelter Cats. And launched it all around. Online. Apps. Instore. Merchandise, at Nov. 2014 4. Then, we encouraged everyone who fell in love with this new collection to discovere the wonderful story of a Shelter Cat waiting for a home.

The Situation

As a non-profitable organization, ThinkAdoption devotes themselves to protecting shelter cats from danger and death. They have lots of shelter cats but difficult to find homes for them. Because in Asia shelter cats are seen uncute by the cat-breeder buyers so that they usually refuse to adopt this kind of imperfect cats. At this time, the cutest icon, Hello Kitty wants to help. But the question is HOW to to make these uncute shelter cats accepted by cat-breeder buyers with the help of Hello Kitty?

The Strategy

In order to bring cute image to these shelter cats, We chose to use all these “uncute” features as inspiration for Hello! Kitty’s newest and cutest line: Hello! Cats. This indelible linkage between Hello Kitty and shelter cats makes people think “cute” when facing these imperfect “uncute” shelter cats. Once the cute impression is planted in people’s mind, cat-breeder buyers are becoming open to think adaptation.

Credits

Name Company Position
Fred & Farid FRED & FARID SHANGHAI Chief Creative Officers
Asterio Gutierrez, Feng Huang FRED & FARID SHANGHAI Creative Director
Aser Cao FRED & FARID SHANGHAI Copywriter
Jihjan Lee; Liz Cai FRED & FARID SHANGHAI Art Director
Anna Liu; Len Lin FRED & FARID SHANGHAI Designer
Alan Chen; Yuliang Chen FRED & FARID SHANGHAI Illustrator
Yi Zhang FRED & FARID SHANGHAI Account Manager
Gemma Guan FRED & FARID SHANGHAI Brand Strategist
Joey Wang; Sharon Shen FRED & FARID SHANGHAI Agency Producer
Christopher Lau; Kening Chen FRED & FARID SHANGHAI Brand Supervisor