Never let it be said we don’t try our utmost to get eyeballs on this column. In fact, this week we are even going “cat-tastic” in an effort to lure you in (it is no coincidence that cats drive about 15% of all online traffic, meaning that 699 million people are at some point searching for cats and/or cat-related content every month – some of them might even click on this, too).
So, we hear you ask, what’s all the fuss about this week? Well, Mars has only gone and unveiled a new out of home campaign, supported by social and influencer activity, which aims to show just how irresistible its Dreamies Treats are for moggies. So there.
Created by Adam & Eve DDB London, the push is led by special build “ad attack” sites featuring 3D models of felines taking over London streets, including Kingsland Road and Shoreditch’s Quaker Street.
Climbing drainpipes, stalking rooftops and hanging off billboards, the gangs of hungry cats are seemingly desperate to reach the giant Dreamies pack on the posters.
In fact, the hand-painted fibreglass pussies were apparently created using 3D renders based on poses of real cats looking for Dreamies treats.
The social and influencer campaign features key Mars brand ambassadors, such as Chris Hall and Benedict Townsend, while a host of agencies have also been involved, including Essence Mediacom, Jack Agency/Build Hollywood, Blow Up Outdoor/PKS Media Solutions and Group M OOH.
Ultimately, the work is designed to cement Dreamies treats, which it is claimed 95% of cats find irresistible, as the ultimate reward.
Mars European brand director for Dreamies Hala Sinno said: “We’re thrilled to introduce this new campaign, inspired by the simple truth that cats will do anything for our irresistibly tasty treats!
“Our goal is to celebrate what makes cats so special – highlighting their intelligence, persistence, agility, and cunning – traits that remind us of just how much more fun life is with them around.”
Adam & Eve DDB London chief creative officers Ant Nelson and Mike Sutherland added: “Cats can be cool, calm and collected, but place a pack of Dreamies treats near them and it’s a completely different story. These special builds show the cunning and creative lengths our feline friends will go to in a bid to get their paws on the product.”
So, what is the consensus around the Decision Marketing office?
Well, to be fair, who doesn’t love a special build poster campaign? And, with around 26% of UK households owning a cat, and an estimated 10.8 million moggies in circulation, there is much to play for.
In fact, the Decision Marketing Nerve Centre‘s very own strong willed, stroppy moggy “Lyla” would probably love to try some Dreamies, although given her penchant for scratching, biting and hissing at anyone who goes anywhere near her, it might be some time before anyone rushes out and buys her a treat…
Decision Marketing Adometer: A ‘purr’suasive’ 8 out of 10
