The Campaign

We created Cat VR — the world’s first pet friendly virtual reality headset. Well, not really. But that’s what we made the world believe.

Execution

Our idea relied on Cat VR feeling like it really existed. So, we made a product video that would feel at home on any tech blog as well as a press kit, social support and a product website. Then, using Isobar's reputation as one of Fast Company’s most Innovative Companies, we created a backstory that included a white paper written by Isobar Global Director of Emerging Technology, Dave Meeker. All this content drew people towards Zoos Victorias website where we revealed the hoax and gave simple tips and tricks to keep cats happy and healthy indoors, and away from wildlife.

We reached over 40 media outlets, getting prime time spots on the major TV channels in Australia. This contributed to a reach of 2.8 million people, generating $815,055 in PR value. Best of all, we sold zero headsets (that’s a good thing). And during the first week, our website received more than 50,000 visitors seeking for advice on how to keep their cats happy, healthy and entertained indoors.

The Situation

Due to the small budget, and the necessity to create a high impact campaign to tackle this massive problem, we had to rely on PR and campaign shareability. So, we created something that by its unbelievable nature, would be shared and talked about.

The Strategy

To educate cat owners, we first needed to capture their attention — enter Cat VR. The buzz created for this technology drew people in to the website where they quickly learned they didn’t need virtual reality to keep their cats entertained, simple household hacks are even better.