Whiskas:
Purradise
Where does your cat go when you feed them Whiskas? To Purradise, of course.
We repositioned each product in the Whiskas range as a different destination people could send their cats to, from Gravy Lake, to Aroma Island, lovingly creating each one in stop-motion animation using the product cues.
The campaign launched across Europe. From losing market share, Whiskas is now the fastest growing cat brand in the EU with sales up 9% in the UK, 10% in Germany and 15% in Poland.
Credit to DOOH.COM for the footage of the Piccadilly activation on this.
Director: Isabelle Garrett
Digital OOH targeted at commuters who were on the way home to their cats. We also launched time-targeted YouTube and social spots around cat dinner times.
As part of the campaign we completely redesigned the Amazon e-commerce experience. Turning it into a Purradise store where customers can shop by destination.
There was even a Purradise game that linked to discounts and the chance to win a cash prize.
The campaign received mass coverage in trade press and positive PR coverage.
