Describe the creative idea

Whiskas, the No.1 kitten food brand in Japan, wanted to consolidate the position as an authority of all thing “kitten” in the consumer’s mind by supporting both the kitten and the owner have a happy, healthy life, every step of the way. Our target were cat-novices who become a kitten-owner without preparation, unexpectedly. Due to this many find themselves overwhelmed, trying their best to care for these kittens. Instead of struggling alone, a “guiding voice” is what they needed, so we created a “Voice-AI trainer for kitten parents” to support both the kitten and its’ parents.

Describe the execution

With professional vet support, we’ve simulated the various conversational patterns/flows and designed the service to give age-by-week appropriate advice. We included tailor-made feeding advice in our app, because “calculating the food amount according to kitten’s growth day by day”, are crucial to the kitten’s development and disease prevention. With the kitten’s current weight, the app calculates the daily appropriate food amount, then notifies the owner if their kitten’s weight is appropriate for his/her age. For kittens it’s crucial for the owners to properly and habitually monitor their kitten’s health conditions. It lets the parents know if the number of times Peed/Pooped today is normal for cats of the same type & age-of-week leading to early disease detection. We also programmed to give parents regular advice based on the changing growth stages such as cat diseases, and tips on vaccination, and foods that are toxic for cats.