DINE® CREAMY TREATS | GET MORE FACE-TO-FACE TIME

TitleDINE® CREAMY TREATS | GET MORE FACE-TO-FACE TIME
BrandMARS NZ
Product / ServiceDINE® CREAMY TREATS
CategoryC01. Integrated Mobile Campaign
EntrantCOLENSO BBDO Auckland, NEW ZEALAND
Idea Creation COLENSO BBDO Auckland, NEW ZEALAND
Media Placement MEDIACOM NEW ZEALAND Auckland, NEW ZEALAND
PR IMPACT PR Auckland, NEW ZEALAND
Production ROBBER'S DOG Auckland, NEW ZEALAND

Credits

Name Company Position
Nick Worthington Colenso BBDO Creative Chairman
Levi Slavin Colenso BBDO Chief Creative Officer
Dan Wright Colenso BBDO Executive Creative Director
Freddie Coltart Colenso BBDO Art Director
Matt Williams Colenso BBDO Copywriter
Emily Osborne Colenso BBDO Intermediate Creative
Shannon Doidge Colenso BBDO Junior Creative
Ahmad Salim Colenso BBDO Group Business Director
Nico Ainsworth Colenso BBDO Business Director
Abbi Barker Colenso BBDO Business Director
Ashlee Harris Colenso BBDO Integrated Producer
Ruby Soole Colenso BBDO Account Manager
Jen Storey Colenso BBDO Executive TV Producer
David Arcus Colenso BBDO Creative Technologist
Tim Freeman Colenso BBDO Digital Producer
Amy Pollok Colenso BBDO Planner
Sarah Barrett Colenso BBDO Social Planner
Jess Blake Colenso BBDO Social Planner
Oliver Downs MARS NZ Marketing Director
Cormac van den Hoofdakker MARS NZ Marketing Manager - Pet
Tatyana Dickson MARS NZ Brand Manager - Cat
Will Thorrat Colenso BBDO Digital Producer
Mat Baker MatBaker Photographer
Karl Baker MatBaker Retoucher
Reks Kok Colenso BBDO Retoucher
Anna Stuart Robbers Dog Production Company Producer
Adam Stevens Robbers Dog Director
Ginny Loane Robbers Dog DOP
Luke Haigh Robbers Dog Editor

The Campaign

To launch and demonstrate the irresistibility of Dine Creamy Treats, we knew we couldn’t create just another a gimmicky cat ad. We’d have seen the cold shoulder from both our audience and their supercilious cats. To help cat owners get more face-to-face time with their particularly snobbish cats, we built and deployed Cat Scanner – a mobile only web app that uses cutting edge in-camera object detection to pioneer Non-Face-Recognition. www.catscanner.co.nz The web app encouraged cat owners to take a snap of their cat. The technology behind the mobile web app immediately recognises if the photo contains a cat, and if it’s looking at the camera – if it isn’t, you receive a promotional coupon to redeem a free sachet of Dine Creamy Treats next time you’re in store.

Creative Execution

To help cat owners get more face-to-face time with their loved ones, we created Cat Scanner – a mobile web app that uses non-facial recognition technology to detect everything but your cat’s face. The object detection component of the app uses Google’s Cloud Vision, tasking machine learning to identify if there’s a cat in the photo or not. To find out if the cat in the photo was looking at the camera, the network ‘learned’ from over 5000 images of cat faces. Combining these two tools, we could determine if the image contained a cat, a cat’s face or neither. Once cat owners uploaded their cat photo, the direct response mechanic rewarded people with a voucher for a free sachet of Dine Creamy Treats. The innovative sampling approach was one part of an integrated campaign. Prior to launch, we asked people to share photos of their cats on social media, thus seeding the problem. The campaign was supported with a heart-warming 30” TVC and across OOH, print, in-store and digital. Developed for the New Zealand market, the product & campaign will also be launching in other markets including the UK, Europe, Australia and China.

The campaign not only provided more face-to-face time between owners and their cats, but it encouraged them to submit their photos on the web app, driving in-store purchases of the Dine Creamy Treats product. In the first 4 weeks, we grew the micro-wet category by 88% and generated 80% more revenue than our competitor did during their launch period. Our social efforts led to 36,362 total engagements and an average media spend of $0.78 per engagement (vs. an industry standard of $3.00 - $5.00 per engagement). Of the people who submitted a photo on the mobile web app, 26% went on to redeem their coupon for a free sachet of Dine Creamy Treats in-store.

Dine Creamy Treats sat within a smaller treating segment within a fast-growing (+$8.6million in the last 5 years) care and treats category. The category itself is relatively new and is often considered an incremental purchase. Our creative idea needed to launch a new product and to recruit new shoppers into the category by shifting consumer behaviour; to persuade our target audience (all cat owners) that treats should become part of the weekly shop. One look at social media tells us that cat owners love trying to get a snap or two with their cats. But getting your cat to look at you, let alone a camera, is challenging. Since 90% of Kiwis own a smartphone, creating a seamless brand experience that was mobile-first seemed obvious.

Links

Website URL   |   Supporting Webpage