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  • SUB CATEGORY :
    BEST USE OF BRANDED ENTERTAINMENT & CONTENT:
    USER GENERATED CONTENT
  • COMPANY ENTERING :
    MCCANN, SYDNEY
  • TITLE :
    CAT CRITIC
  • BRAND :
    FRISKIES
  • ADVERTISER :
    PURINA PETCARE
  • AGENCY :
    MCCANN, SYDNEY
  • CHIEF CREATIVE OFFICER :
    PAT BARON
  • EXECUTIVE CREATIVE DIRECTOR :
    JERKER FAGERSTROM
  • CREATIVE DIRECTOR :
    MARCUS TESORIERO
  • COPYWRITER :
    WILL HALSTEAD
  • ART DIRECTOR :
    MARINA VASILIEVA
  • ACCOUNT DIRECTOR :
    JESSICA WHITE
  • ACCOUNT MANAGER :
    DAN LARCOMBE
  • ACCOUNT EXECUTIVE :
    MITCHELL BOZZETTO
  • STRATEGIC PLANNING DIRECTOR :
    ROSHNI HEGERMAN
  • DESIGNER :
    MICHAEL PAPAGEORGIOU/TERRY CHISHOLM/ROB TOSCANO/
    BERENGERE SOTTAS/MARTIN VESELY
  • AGENCY PRODUCER :
    COLIN TUOHY/SAM HARRIS/STACEY SZABO/COBIE DELLICASTELLI/
    KATRINA LEO
  • FILM PRODUCTION COMPANY :
    CRAFT WORLDWIDE, SYDNEY
  • DIRECTOR :
    MATT FLINN
  • CINEMATOGRAPHER :
    MATT FLINN
  • EXECUTIVE PRODUCER :
    COLIN TUOHY
  • POST-PRODUCTION COMPANY :
    CRAFT WORLDWIDE, SYDNEY
  • EDITOR :
    MATT FLINN
  • POST PRODUCER :
    COLIN TUOHY
  • SPECIAL EFFECTS COMPANY :
    MADE BY HOLIDAY, SYDNEY
  • OTHER SPECIAL EFFECTS CREDITS :
    MARK DAVIES
  • SOUND PRODUCTION COMPANY :
    CRAFT WORLDWIDE, SYDNEY
  • SOUND DESIGNER :
    MATT FLINN
  • THE BRIEF :
    WE WANTED TO GET CAT OWNERS TO PURCHASE FRISKIES FOR THEIR CAT BY DEMONSTRATING WHAT WE ALREADY KNOW, THAT CATS LOVE THE TASTE OF FRISKIES, THROUGH THE ONE OPINION THEY TRUST MOST; THEIR CAT’S.
  • THE STRATEGY :
    OUR TARGET AUDIENCE ARE KNOWN AS ADORING PLEASERS; CAT OWNERS WHO LIKE TO PLEASE THEIR CAT WITH TASTY FOOD AND BELIEVE BASIC NUTRITION IS ADEQUATE. THEY ARE LOOKING FOR FOOD THAT IS CONVENIENT, AFFORDABLE AND TASTY AND THEY BELIEVE THEY HAVE AN INTUITIVE CONNECTION WITH THEIR CATS. MOST IMPORTANTLY, THEY SPEND MORE TIME ON SOCIAL AND USE THEIR MOBILE MORE THAN ANY OTHER AUDIENCE; THEY LOVE ENGAGING WITH CAT CONTENT ON THE INTERNET. THAT’S WHY WE FOCUSSED IN ON SOCIAL MEDIA AND MOBILE INTERACTIONS AS A TOUCHPOINT WITH OUR AUDIENCE TO PROVE TO THEM THAT THEIR CAT LOVES FRISKIES.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    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 TRANSFORMED EVERYONE’S PHONE TOUCH SCREEN INTO A LICK DETECTOR THAT READ THE SUBTLE DETAILS OF A CAT’S TONGUE AND INVITED PEOPLE TO SEE HOW MUCH THEIR CAT’S LOVED FRISKIES. ALL PEOPLE HAD TO DO WAS PLACE FRISKIES ON THEIR SMARTPHONE WITH OUR HTML5 SITE OPEN, LET THEIR CAT LICK IT CLEAN, AND POST THEIR CAT’S REVIEW TO FACEBOOK. THE MORE CATS LICKED THEIR PHONE, THE MOST POSITIVE THE REVIEW.
  • THE RESULT :
    42% INCREASE IN ENGAGEMENT DURING CAMPAIGN PERIOD. 59% COMPLETION RATE OF REVIEWS. AVERAGE LICKING TIME OF 1.39 MINS.