Catsan Magazine

Background

When compared to other litters, research shows that Catsan lasts up to three times longer, has a higher odour-absorption power, and produces much less dust. All in all, it makes kitty’s ‘bathroom’ a much pleasanter place. The challenge was to convince owners that Catsan is worth the higher purchase price.

Idea

The creative idea emerged from the thought that because Catsan would make cats’ bathrooms so much nicer, they would want to spend much more time there. Since reading in the toilet is common human behaviour, why not introduce cats to the same habit? OgilvyOne created a magazine catering especially to cats, adapted to their size, with articles and ads (both real and make-believe) aimed at them. For cat owners (and to push trial) they included an insert with discount coupons and a simple set of instructions on how to conduct a straightforward quality test. A calendar was included where they could mark the number of days Catsan’s cat litter stayed odourless, and how often they had to replace it. They were invited to compare the results with other brands, and to send back their findings on the outcome.

Results

During the very first week, MARS received 800 of the tests back. This number has now grown to upwards of 2,800 and there have been no negative tests. The mailing has also received a high level of non-prompted feedback, the most frequent question being, ‘When is issue 2 going to be released?’. Net sales have jumped 40% against a comparative period in 2006 and 3% of vouchers have been redeemed so far.

Target Audience

The MARS database of cat owners who normally buy the food brands Whiskas and Sheba

Size

70,000 mailings

Our Thoughts

Come on, this is bonkers, isn’t it? A magazine for cats to read when they go to the toilet? But when did you ever come across a cat owner who was completely sane? 2,800 cat owners have responded to the questionnaire within the magazine and hundreds are asking, ‘When is Issue 2 coming out?’ My case rests.