Whiskas Catstacam
Whiskas
Issue 35 | June 2015
Agency
Clemenger BBDO, Sydney
Creative Team
Executive Creative Director Paul Nagy Creative Directors Ben Smith Luke Hawkins Senior Art Director Nick Bonney Senior Copywriter Denny Handlin Senior Designer Daniel Mortensen
Production Team
Head of Integrated Production Denise McKeon Content Producer Annabel Jewers Content Director Robin Sung Content Manager Nick Howe Head Of Multimedia Studio & Print Production Chris ‘Poo’ Bear Digital Planning Director David Halter Senior Print Producer Paul Whelan Retouchers Steve Leupen Giles Davies
Other Credits
Group Account Director Madeleine Marsh Planner Kit Lansdell Account Manager George Robertson Head of Creative Technology Brendan ‘Bob’ Forster Head of Craft Tim McPherson Strategy Anna Walters Digital Account Director Josh Armstrong Social Planner Toby Clark Account Executive Katie Scrutton
Date
March – April 2015
Background
Whiskas was known as the purple cat food brand but beyond that they were also the leading experts in cat behaviour and understanding. But no one knew this.
Idea
Whiskas Catstacam let people see the world through the eyes of cats, giving people a deeper insight and understanding into cat lives and behaviour. An Instagram-enabled camera was created and fastened to the cat's collar. This allowed the cats to take photos, and post them to their very own Instagram account. Whenever a photo revealed curious behaviour, people could #AskWhiskas and cat behavioural expert Dr. Jacqui Ley would decode it.
The devices were made available to cat-loving celebrities such as Nine News presenter Deborah Knight and The Daily Telegraph's Elle Halliwell.
Results
The Internet went crazy for Catstacam. It was featured on blogs and news sites all over the world. The online launch film was viewed over 1.1 million times. #Catstacam was one of the top three trending hash tags in the world. The campaign generated 652 million media impressions and a whopping $13 million dollars in earned media.
Our Thoughts
The world looks very different when you live at ground level. What is brilliant about this is that cat owners know they only get to see the tame side of their pet. What do they get up to when they head off from home? How wild is your moggie after all? This is endlessly fascinating for cat people. It’s the sort of idea that could easily help Whiskas generate a lot more video content, which I’m sure animal- lovers would lap up.
The agency’s obsession with detail is impressive. Even the packaging around the camera that was sent out to the relevant celebs and cat lovers was a toy for the cats to play with.