For those who think they dislike cats but have never lived with one.
Cat food brand WHISKAS is hoping to turn self proclaimed ‘cat haters’ into ‘cat lovers’ through a new program in partnership with CHEP Network, AMV BBDO and EssenceMediacom.
WHISKAS' new cat adoption campaign ‘The Cat Conversion System’ aims to change perceptions, increase cat adoption and make more people in the world fall in love with feline friends.
Research, commissioned by WHISKAS, found that that one in six Australians (15%) admit to disliking, or even
outright hating cats, but 74% of them have never actually owned or lived with a cat.
With Australian shelters overflowing and more than 39,000 cats in need of homes, the gap between perception and reality is clear: many are missing out on the joys of feline companionship simply because they’ve never experienced it firsthand.
WHISKAS is introducing the Cat Conversion System, an online platform designed to give so-called cat haters the
chance to step outside their comfort zones and to foster a feline for themselves.
The launch campaign kicked off with cryptic out-of-home ads announcing “Cat Haters Wanted” to garner curiosity before revealing the full message across OOH, print and social.
Feline dubious haters are then directed to a website where they’re invited to foster a cat for a few weeks, experiencing firsthand the joys and frustrations of a purring cat, encouraging permanent adoption and increasing cat ownership.
On TikTok, WHISKAS will employ a 'dislike algorithm' - the more sceptics swipe past cat videos, the more they'll be identified for recruitment, turning traditional engagement tactics on their head.
The brand has also partnered with Australian TV personality Jamie Durie, via Enthral, as he and his family have stepped up to the challenge, opening their home to three month-old foster kitten, Iskra.
WHISKAS, teaming up with dedicated rescue groups 9 Lives Project Rescue and Hills Cat Rescue, is ensuring
each participant is matched with the perfect cat for their lifestyle.
To make the transition even smoother, participants will receive the ultimate digital ‘Cat Conversion Kit’, which includes discounts on WHISKAS cat food with online retailer Pet Circle, expert tips and tricks on cat fostering and behaviour, and consumer care support.
WHISKAS will then select a handful to document their two-week experience in real time on social media. The brand’s Insta Stories and TikTok Playlists will share daily content, allowing others to follow along, offer advice and perhaps be converted themselves. The best footage from these cat adopters will be compiled into a social film, capturing the highs and lows of transforming cat cynics into devoted cat lovers.
Media agency EssenceMediacom has taken a data-driven approach to identify households that are most likely to be open to pets - but sceptical towards cats.
Through an omni-channel campaign, social, print, and OOH will call on Australians to put their scepticism aside with messages like, “Honestly, if there was anyone else, we wouldn’t be asking.” and “You like cats the least. That’s why we need you the most.”.
Postcode targeting will ensure Sydney and Melbourne‘s most cat-hating suburbs see bespoke ads, and Australians
will then be served with tales of converted cat sceptics, proving love can indeed flourish.
Gavin McLeod, CCO of CHEP Network said, Whiskas’ work is sparking a genuine connection with Australians in a way that feels "fresh" and "familiar".
"It's the kind of creativity that doesn't just stand out, it purrs. Having gone through my own cat conversion (courtesy of my daughter’s determination) a while ago, it was amazing to help create something that could change attitudes at scale and make a real difference,” McLeod said.
Andre Sallowicz, creative partner at AMV BBDO, said, if cat lovers already have one, who’s left to adopt?
"The Cat Conversion System targets skeptics, people who think they dislike cats but have never lived with one. By giving them a firsthand experience, we can turn doubt into love and find more shelter cats forever homes," Sallowicz said.
A spokesperson for TikTok said the team is constantly developing clever ways to help brands connect with users scrolling through their For You Feed.
Credits:
Client: Mars Petcare
Brand: WHISKAS®
Client team: Camille Shepherd (Portfolio Marketing Director for Australia), Allesanda Vella (WHISKAS®
Australia Brand Manager) Chris Rodi (WHISKAS® Global Brand DIrector) and Victoria Gell (WHISKAS® Global
Marketing Manager)
Agency: CHEP Network and AMV BBDO
AMV BBDO team:
CCO: Nadja Lossgott and Nicholas Hulley
Creative Director: Andre Sallowicz
Creative Team: Will Brookwell and Louis Prenaud
Agency Planning Team: Suzy Barker and Brian Williamson
Agency Account Team: Laura Balfour and Stephanie O’Neil
Agency Social Team: Matt Henry, Avalon Cole, Ben Casey
Media Agency: EssenceMediacom
PR & Talent Agency: Enthral
