CATEGORY:Pet Care
REGION:Hungary
DATE:Jan 2008 - Mar 2008
Whiskas is market leader in Hungary, but it was under threat from competitors including own-label products. It needed to push the emotional brand connection it had started to establish with its regional them of “let’s purr together”, especially in the more competitive dry food sector.
Whiskas’ target audience was women aged 35-55 who don’t just look for functional features in cat food, they look for the product that will most satisfy their feline friends.
A cat’s purr is the universal sign of feline satisfaction, so Whiskas strategy had to exploit it via audio and audio-visual channels.
A cat’s purr is the universal sign of feline satisfaction, so Whiskas strategy had to exploit it via audio and audio-visual channels.
Whiskas created an owner-purring contest which ran on Hungary’s most popular national morning radio show. Participants applied by SMS to purr on air and prizes were given out to the best purring owners. In-store there were displays triggered by motion-sensors.
When someone passed the displays, the movement triggered the message: “Meoww, purr, irresistibly tasty Whiskas dry food with pocket kibbles”. This was supported by a microsite and a TV and radio campaign.
The in-store programme was particularly successful, delivering a 16% sales volume uplift for the Whiskas dry portfolio.
No comments:
Post a Comment