FLEA'S FAVORITE CUT by J. Walter Thompson Taipei for Merial

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FLEA'S FAVORITE CUT

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Industry Pet Food, Pet Care Products & Services
Media Promo & PR, Case study
Market Taiwan
Agency J. Walter Thompson Taipei
Executive Creative Director Rich Shiue, Yang Yeo
Copywriter Fang Chou, Ha Weng
Released December 2012

Credits & Description

Advertiser: FRONTLINE
Agency: JWT TAIWAN
Category: Best Use of Ambient Media: Small Scale
Advertising campaign: FLEA'S FAVORITE CUT
Copywriter: Fang Chou (JWT)
Chief Creative Officer: I-Fei Chang (JWT)
Associate Art Director: Evie Liu (JWT)
Copywriter: Ha Weng (JWT)
Group Creative Director: Ian Chen (JWT)
Executive Creative Director: Rich Shiue (JWT)
Associate Art Director: Tony Chan (JWT)
Executive Creative Director: Yang Yeo (JWT)

Execution
We choose several different media channels to carry out our ideas completely. At first, we have the Flea’s Favorite Cut prints and posters out in numerous magazines, pet salons, and hospitals. Then, we mass produce the Meat Cut Costumes and give them out as direct marketing on the streets. As the highlight of this campaign, we select several major pet salons in Taipei, dress up live cats in the costumes and put them in the shop windows that is decorated with our headline – “Don’t let your pet become flea’s gourmet meals” and our product. Therefore, when our TA – pet lovers pass by, their attention is immediately drawn to our ad.

Strategy
Challenge:Most pet owners don’t always know their pets have flea problems since fleas are too small to be spotted. Frontline, the most effective anti-flea solution, wants to bring the commonly overlooked flea problem to the attention of the pet owners.Solution:Many pet owners in Taiwan like to dress up their pets. Leveraging on this trend, we create an unique pet costume to remind them that flea sees their cute and lovely pets as a sumptuous feast.Idea:We dressed some cats from various pet shops with the special designed ‘meat parts’ costume. Caught the attention of many customers and passers-by, and led them to the message on the shop window: “Don’t let your pet become Flea’s gourmet meal.”

Effectiveness
The meat costume immediately draws massive attention to our product and increase sales tremendously.