Whiskas DM EXCELCAT by Wirz Werbung Zurich

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EXCELCAT

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Industry Pet Food, Pet Care Products & Services
Media Direct marketing
Market Switzerland
Agency Wirz Werbung Zurich
Executive Creative Director Philipp Skrabal
Creative Director Thomas Kurzmeyer
Art Director Barbara Hartmann, Iwan Von Rickenbach
Copywriter Marietta Mügge, Bianca Kury
Account Supervisor Isabelle Jubin
Released November 2011

Credits & Description

Category: Acquisitions
Advertiser: MARS (SCHWEIZ)
Product/Service: PET FOOD
Agency: WIRZ/BBDO
Executive Creative Director: Philipp Skrabal (Wirz/Bbdo)
Creative Director: Thomas Kurzmeyer (Wirz/Bbdo)
Art Director: Barbara Hartmann (Wirz/Bbdo)
Art Director: Iwan Von Rickenbach (Wirz/Bbdo)
Copywriter: Bianca Kury (Wirz/Bbdo)
Copywriter: Marietta Mügge (Wirz/Bbdo)
Account Supervisor: Isabelle Jubin (Wirz/Bbdo)
Account Manager: Patricia Holend (Wirz/Bbdo)
Media placement: Exelcat Tins - During Sales Meetings - November 2011

Describe the brief/objective of the direct campaign.
Cat food brand Exelcat was launching a new product, Natural Nibbles, with lots of fresh beef. The assignment: to convince buyers for large food chains of the fresh product's quality and to persuade them to make space for it on their supermarket shelves.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A give-away emphatically demonstrated the freshness of the new product: empty Exelcat tins fitted with a special sound-effects module. When someone picks up what appears to be a can of cat food, a loud ‘Moooooo!’ is emitted from it. The Exelcat sales team handed out the give-away to supermarket buyers during the sales pitch.

Explain why the creative execution was relevant to the product or service.
The way in which the freshness of Natural Nibbles is dramatised and experienced comes across as a big surprise. The give-away had the immediate effect of making the often very serious atmosphere at sales pitches more relaxed. The cans also ensured that the new product remained imprinted in the memory of supermarket buyers.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The cans also became a regular topic of conversation. With the unexpected give-away, Exelcat positioned itself with supermarket buyers as an attractive and innovative brand. All-round feedback was very positive and sales pitches went off well. The result: increased sales figures of the new Exelcat product.