Have a Chat with Felix activation case for BalticBest'16

1. FELIX CAT FOOD
CAMPAIGN
HAVE A CHAT WITH FELIX
ACTIVATION

2. 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.

3. 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

4. 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.

6. 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 .