Friskies Promo, Case study LE BOBO - CAT PHOTOGRAPHER! by MEC Warsaw

Adsarchive » Promo , Case study » Friskies » LE BOBO - CAT PHOTOGRAPHER!

LE BOBO - CAT PHOTOGRAPHER!

Pin to Collection
Add a note
Industry Pet Food, Pet Care Products & Services
Media Promo & PR, Case study
Market Poland
Agency MEC Warsaw
Released September 2011

Credits & Description

Category: Best Use of Integrated Media
Advertiser: NESTLÉ POLSKA
Product/Service: FRISKIES
Media Agency: MEC, Warsaw, POLAND
Account Director: Miroslaw Smolewski (MEC Poland)
Senior Media Planner: Magdalena Rylko (MEC Poland)
Media placement: Print -13 Titles - Magazine Party - 5 September 2011
Media placement: On-Line - 33 Placments - Kotyegzotyczne.pl - 8 September 2011
Media placement: Google - Google - 1September 2011
Media placement: Facebook - Facebook - 1 September 2011
Media placement: TV (Dzień Dobry TVN - Breakfast TV) - TVN - 25 September 2011

Insights, Strategy & the Idea
Nestlé’s FRISKIES Cat enabled people to see the world through their cat’s eyes.

FRISKIES Cat is a challenger brand in Poland. Its spontaneous brand awareness is four times lower than the leading category brands, which prevents it gaining traction in consumers’ minds.

Without the financial clout of its competitors, we differentiated FRISKIES Cat by ditching traditional media planning and developing a more ‘left-field’ strategic approach.

Cats are playful, alert and curious animals by nature, who poke their noses into everything and ‘live life to the full’ (FRISKIES’s brand essence). Cats follow their own path but no one sees that – so where do they go when their owners’ aren’t around?

Creative Execution
We created a character, Le Bobo, and put a camera around his neck. He would be our guide in the cat world.

Every day, we uploaded the images Le Bobo took at www.friskies.pl. We then showcased the best pictures in an exhibition on the streets of Warsaw.

We then handed out more of the special cat cameras to lucky owners to take part in a photo competition.

Our paid activity supported this creative strategy online, search on Facebook and in print in three phases: first introducing Le Bobo, second promoting the exhibition and finally communicating the photo competition.

Results and Effectiveness
Behavioural -
1,000 cat owners applied for the cameras. We selected 150 of them who uploaded 600+ photos. 50,000 unique users accessed the brand website.

Media -
There were numerous mentions in the press, with bloggers picking up the story online. On TV, we had coverage on the main breakfast TV show where the hosts talked with one of the contestants almost exclusively about the campaign for ten minutes. The show 14.6 GRPs rating and coverage was worth at least €100,000.