CAT CRITIC - GIVING CATS A VOICE

TitleCAT CRITIC - GIVING CATS A VOICE
BrandFRISKIES
Product / ServiceCAT FOOD
CategoryD02. Use of Mobile & Devices
EntrantMcCANN SYDNEY, AUSTRALIA
Idea Creation McCANN SYDNEY, AUSTRALIA
Production McCANN SYDNEY, AUSTRALIA

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

The Campaign

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.

The Brief

$0 media budget.

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

• 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

Explain why the method of promotion was most relevant to the product or service

The Cat Critic gave cat owners the chance to experience the Friskies brand in an entirely new way, by discovering exactly what their cat thinks of Friskies through a simple activation that required only the product and their smartphone. It built allegiance to Friskies through the one person that cat owners could trust to give an opinion… their cat.

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.

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