Brand owner: Mars
Lead agency: BBDO Japan
Media channels: Competitions & contests, Online display, Online video, Social media
Budget: Up to 500k
While dogs are walked regularly, allowing owners to interact with other dog lovers, cats are kept inside their homes. Cat owners thus turn to the internet to interact with other cat enthusiasts.
On Japan's National Cat Day, with cat owners even keener to trawl the internet for features on cats, Sheba developed a technology that placed a 'hypno-filter' over cat photos across online media. The filter transformed cats' stares into a hypnotic force field to hijack and delight cat owners' attention.
With its first foray into digital, Sheba gained 43m impressions and increased sales.