Cat owners love their cats unreservedly. It’s a deep and special bond that, let’s face it, can often be a little one sided. Dine understands the key to this emotional bargaining is food – gorgeous food, designed to satisfy their particular feline senses. The truth is, we humans are powerless to resist their tactics to get Dine in their bowls. But luckily, it goes both ways.
Dine Creamy Treats are single-serve sachets designed for you to hand-feed to your cat, and in doing so, win some quality time face-to-face with your furry friend.
Prior to launch, a social competition highlights and seeds the problem by asking cat-lovers to share photos of their cat’s shunning style in action. The aim – to find New Zealand’s snobbiest cat. The chosen cat (and its owner) will win an original portrait by kiwi artist, Otis Frizzell, with the help of Dine Creamy Treats, they’ll have their new-found love immortalised.
Post launch, the problem is resolved by a heart-warming film, telling the story of a man whose world begins to fall apart when he realises he’s never seen his beloved cat’s face. The film lands on TV as a 30″ and 15″, and online as a 60″ and 6″ bumpers.
Supported by OOH, print, digital and an innovative sampling approach – Cat Scanner. A mobile web app that uses cutting-edge in-camera object-detection to pioneer something called Non-Face-Recognition. Owners can simply photograph their cat using www.catscanner.co.nz and, thanks to machine learning, the app can tell whether you’re getting the cold shoulder. Designed to help those cat owners in desperate need of some face-to-face time, sorting them out with a voucher for free Dine Creamy Treats.
The Dine Creamy Treats campaign has been developed and produced by Colenso BBDO in New Zealand, but will be launching in many other markets including the UK, Europe, Australia and China.
Source: Campaign Brief