Announcement posted by doohfa 31 Aug 2017
SYDNEY, September 1st, 2017 – Nestlé Purina PetCare has launched a mischievously simple integrated digital out-of-home campaign to promote the Felix product range. The campaign brings together the Felix and Twitter brand heroes to playfully interact on screen, after posing the simplest question – ‘Meow or Tweet?’.
Powered by a conversational video ad on Twitter, people’s choices on the social platform are reflected in the on-screen behaviour of the two brand’s characters. We see Felix stalking up to pounce on the Twitter bird, and the Twitter bird swooping and diving over a submissive Felix.
As people engage with the creative on Twitter, the digital out-of-home component dynamically updates with their handle and tweet selection. Participants also receive an auto-response tweet from Purina in which the two characters’ playful interaction is based on their tweet choice.
The digital out-of-home campaign is appearing in Westfield shopping centres across NSW, VIC and QLD. To maximise engagement, the Twitter media is flighted to match Westfield’s opening hours, when the screens are live.
The campaign leverages two of Scentre Group’s digital media formats in the Westfield centres. A 10 second animation appears on the SmartScreen Network, on sites cherry-picked along the path-to-purchase. This creative is localised with the nearest supermarket’s logo. And a 20 second animation features on the SuperScreen Network. This large format takes on a brand awareness role, showcasing the playfulness of the lovable rascal Felix which reminds us so fondly of our own furry friend at home.
Campaign Credits
Campaign: ‘Felix plays Twitter’
Advertiser: Purina Felix (www.felixcat.com.au)
Media Agency: MEC (www.mecglobal.com.au)
Creative Agency: doohfa (www.doohfa.com)
Images
http://download.ofa.productions/doohfa/MEC22022-Press-Release-Images.zip