The Campaign

According to our survey, E-shoppers who keep cats are 65% in Taiwan, and they are the main customers for the Black Cat Home Delivery. They are highly interested in anything about cats, so our strategy is to make a strong connection between cats and delivery boxes.

Creative Execution

We based on the gaming habits of cats and designed 3 different boxes: Black Cat’s TV-- Considering the shrewd motional vision of cats, we utilized the rotating cardboards to create the customized TV for cats. Black Cat’s Poking Box-- Putting paper balls or little thingies that make sounds to mimic the activity of preying and provoke the natural curiosity of cats. Black Cat’s Fiddle Balls-- To propel cats to exercise, we put bells or snacks inside the balls to attract cats to fiddle with and chase after the balls. Not only could they be used to deliver goods, but also could be turned into toys for cats! We also create 3 tutorial videos of fun folding techniques.

Indication of how successful the outcome was in the market

The videos received positive feedbacks and 133 million views in total. FB fan page interaction raised 320%. Netizens claimed: “Too cute to throw them away!” and created all kinds of folding methods. We’ve not only reduced the waste of paper but elevated the brand image of “Black Cat Home Delivery.” Less Trash, More Fun Black Cats loves cardboards also loves the earth