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IAMS - Better Virals

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  • IAMS - Better Virals
  • Challenge:
    At Saatchi's we were asked to come up with a campaign to highlight the health benefits of cat food brand IAMS.
    We thought more broadly about what cats are associated with today...virals!
    So to make IAMS stand out in a crowded sector, and reach a new audience, we came up with a campaign to make the brand synonymous with the cat viral phenomenon.
    "Healthier cats make better virals."
  • Digital billboard
  • Digital seeding

    In viral ads on the most popular cat virals to drive people to the microsite.
  • Microsite

    This is the heart of the campaign, where people can upload their virals, win prizes, view the current top vids etc...
  • Experiential

    To encourage people to get involved, why not create cat viral kits? Costumes, props etc...
  • Another idea to get people involved is to encourage them to play with their cats, with remote control mice, cat gyms etc...