|Title||CAT CRITIC - GIVING CATS A VOICE|
|Product / Service||CAT FOOD|
|Category||D02. Use of Mobile & Devices|
|Entrant||McCANN SYDNEY, AUSTRALIA|
|Idea Creation||McCANN SYDNEY, AUSTRALIA|
|Production||McCANN SYDNEY, AUSTRALIA|
|Jerker Fagerstrom||McCANN||Executive Creative Director|
|Marcus Tesoriero||McCANN||Creative Director|
|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|
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.
$0 media budget.
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
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.