Match Media and Orchard launch “crazy little thing called love” for Pfizer Animal Health
Match Media and Orchard today launch a new campaign for Revolution for Cats, a parasite treatment developed by client, Pfizer Animal Health.
The new campaign, “Crazy Little Thing Called Love”, will encompass ambient outdoor, outdoor social media, radio, digital and magazines through a website and Facebook destination.
Orchard was the agency responsible for developing the new creative platform that asked catowners to celebrate their love of their cats and the unique ‘cat-titude’ they have.
Says Wai Kwok, managing partner, Orchard: “Cat owners have always through the relationship with their cut is uniquely different from one with a dog. Our whole campaign is built on this human truth and we think cat owners will respond to this.”
Three core insights were discovered that drove Match Media’s communications approach to developing the media campaign. The cat/owner relationship is very much on the cat’s terms with each cat having its own unique character, i.e. Cat-titude. Emotional engagement is delivered through strong visuals putting the cat front and centre, and lastly it’s about positive prevention – the product needs to be seen to do something for the cat, not to it.
The ambient outdoor campaign will launch with unbranded pole posters that mimic the familiar ‘lost pet’ posters by asking consumers if they have seen any crazy cats, with tearaways driving call to action to the ClawClub Facebook page to enter.
Consumers are then asked to submit details and a photo of their cat on the page, exhibiting that crazy little thing called love. The top 50 submissions, based on likes and shares, will be passed on to TV Veterinarian, Katrina Warren (Revolution brand ambassador) and her cat Mr. Fox, to determine which cat will feature in upcoming ads.
Match Media will also utilise bus portraits nationally, combined with a new media first innovation of Bubbles. These are additional decals that sit next to existing bus portraits. In addition, Match Media is partnering with MIX FM nationally utilising Katrina Warren in a “Kat Call” voicing promotional pieces to air reminding listeners to enter the promotion.
Stephanie Armstrong, Group Marketing Manager, Pfizer Animal Health said: “This has been an extensive and highly collaborative effort between all of our agency partners. Their passion and commitment to the brand has resulted in a campaign that truly puts our consumer at the heart of everything we do. It is exciting to see Revolution embark on this journey to deliver real meaning to our consumers and their lives.”
“This campaign represents a bold new shift for the Revolution brand with a highly emotional platform to unlock the love we know exists for cats in Australia but has not been celebrated – until now,” Linda Tran, Communications Strategist, Match Media added.