Friskies - "Cat Critic "

McCann Sydney

McCann Sydney Sydney, Australia

Awards

8043

Brand: Friskies
Country: Australia

Advertiser: Nestlé Purina PetCare

Title	Cat Critic
Agency	McCann Sydney
Campaign	Cat Critic
Advertiser	Nestlé Purina PetCare
Brand	Friskies
Posted	April 2018
Business Sector	Food
Story	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. Url : Http://friskiescatcritic.com.au/
Media Type	Case Study
Length	96 seconds
Chief Creative Officer	Pat Baron
Executive Creative Director	Jerker Fagerström
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
Designer	Terry Chisholm
Designer	Rob Toscano
Designer	Berengere Sottas
Designer	Martin Vesely
Agency Producer	Colin Tuohy
Agency Producer	Sam Harris
Agency Producer	Stacey Szabo
Agency Producer	Cobie Dellicastelli
Agency Producer	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