| Title | CAT CRITIC - GIVING CATS A VOICE |
| Brand | FRISKIES |
| Product / Service | CAT FOOD |
| Category | B09. Use of Mobile |
| Entrant | McCANN SYDNEY, AUSTRALIA |
| Idea Creation | McCANN SYDNEY, AUSTRALIA |
| Production | McCANN SYDNEY, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Pat Baron | McCann | CCO |
| Jerker Fagerstrom | McCANN | Executive Creative Director |
| Marcus Tesoriero | McCANN | Creative Director |
| William Halstead | McCANN | Copywriter |
| Rob Toscano | McCANN | Digital Designer |
| Michael Papageorgiou | McCANN | Graphic Designer |
| Berengere Sottas | McCANN | Senior Digital Designer |
| Matthew Flinn | McCANN | Senior Video Editor |
| Katrina Leo | McCANN | Digital Producer |
| Mitchell Bozzetto | McCANN | Account Executive |
| Daniel larcombe | McCANN | Senior Account Manager |
| Jessica White | McCANN | Senior Account Director |
| Martin Vesely | McCANN | Finished Art |
| Colin Tuohy | McCANN | Head of Broadcast |
When it comes to cat food, owners don’t trust ads or social media influencers. They trust their cats. Our target audience also spend more time on social and use their mobile more than any other audience; they love engaging with cat content on the internet. So we gave a voice to the harshest critics around that our target audience would trust, their cats, and allowed them to review Friskies on social media through licks, not likes. We did this by transforming every cat owner’s phone touch screen into a lick detector that read the subtle details of a cat’s tongue.
For the first time we gave cats a voice so they could tell their owners how much they like Friskies. Developing a new way to interpret the capacitive data from touchscreens, we turned every smartphone into a lick detector, turning licks into likes. We launched Cat Critic with free trial packs at pet stores, and cat shows around the country, all people had to do then was place Friskies on their Smartphone with our html5 site open and let their cat lick it clean. The more cats licked their phone clean, the more positive their review of Friskies on social media. For the first time, Cats became influencers, talking about Friskies in a new way and sharing to wider audiences.
• Friskies increased volume share by 1.8% • This is an additional 133 tonnes of Friskies • Or more than eight shipping containers of Friskies • Or 62,437 additional customers
Through considered research we found that our audience spent more time on social and used their mobile more than any other audience. The Cat Critic focussed in on social media and mobile interactions as the key touchpoints with our audience to prove to them that their cat loves Friskies.
The Friskies consumer believe they have an intuitive connection with their cats. More importantly, they spend most of their time on social media and use their mobile more than any other audience. With this in mind, we focussed on social media and mobile interactions as a touchpoint with our audience, to prove to them that their cat loves Friskies.