CAT CRITIC - GIVING CATS A VOICE

TitleCAT CRITIC - GIVING CATS A VOICE
ClientFRISKIES
Product / ServiceCAT FOOD
CategoryB09. Use of Mobile
EntrantMcCANN SYDNEY, AUSTRALIA
Idea Creation McCANN SYDNEY, AUSTRALIA
Production McCANN SYDNEY, AUSTRALIA

The Campaign

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.

Creative Execution

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.

Insights, Strategy and the Idea

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.

Credits

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
Links
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