FELIX CAT FOOD CAMPAIGN

HAVE A CHAT WITH FELIX ACTIVATION

CHALLENGE

With many cat lovers in Lithuania

t h e c a t f o o d c a t e g o r y

competition is pretty fierce. Two

long-standing market leaders

“Nestle Baltics” and “Mars

Lietuva” are in an on-going battle

for the market share.

Felix is one of Cat Food brands

of Nestle. It is a brand that has to

tackle Whiskas – the main

competitor in the segment.

The initial goal of the new

promotional actions was to

remind the target consumer

a b o u t t h e p r o d u c t b y

strengthening the overall brand

image.

The highlight of the campaign –

have a chat with Felix activation,

was constructed to raise the

b r a n d a w a r e n e s s b y

emphasizing the brand mascot –

curious cat Felix.

That’s where our part starts!

We decided to help Felix and boost brand’s

popularity by taking it beyond the cat food;

giving consumer the experience and feeling

of a real personal connection.

To gain the target audience attention we’ve

presented the friendly Felix character in his

own natural environment – a cozy living

room, where usually all the family gathers to

watch television. But this time the attention

is not on the screen.

It’s on Felix that appears in the screen!

Cats are smart creatures that need to get

the deserved attention and food. Basically

it’s all about the food. But in the age of new

technologies it’s getting harder for them to

naturally gain the human favor. There’s

always these bright screens getting in the

way and stealing all the spotlight.

The curious cat Felix noticed this strange

change of human behavior, and decided to

wait no more, use his intelligence and charm

to earn the attention by inviting people to

chat.

The main problem: how to physically reach

and engage with the audience?

INSIGHT SOLUTION

IMPLEMENTATION Turning cats’ disadvantage into an advantage we’ve

BROUGHT FELIX TO LIFE by creating an interactive

screen where the curious animated cat could

entertain and chat with the audience passing-by.

THE SCREEN was integrated into cozy branded

living room space to attract all the eyes directly to

the bright screen with animated cat Felix on it. We

placed the branded area in places heavily frequented

by the target audience.

THE CONVERSATION was live. As a professional

narrator spoke the animated cat jointly moved his

mouth and interacted with the crowd by doing

various entertaining tricks.

THE BRAND MOOD was created with a special tone

of voice. Felix spoke like a brand keeping the live

spontaneous conversation, asking various questions

and giving gifts for the answers.

RESULTS

The display VISIBILITY reached

410,044 consumers.

The activation tour took place in 5

SHOPPING CENTERS at 4 biggest

Lithuanian cities and lasted for 28 days.

In total 12,100 INTERACTIONS.

5,994 people had an opportunity to

live chat with Felix.

This activation created a unique value; made

people talk and share opinion about the brand.

Overall, 114 hours of

pure talking.

The live chat situation allowed us

to evaluate the current brand

image and collect insights for the

f u t u r e b r a n d g r o w t h .