Cat Casting
O2 — finding the nation's happiest cat.
The brief
Create awareness of O2 Refresh whilst aligning with the brand’s ATL campaign at the time, which encouraged the nation to “be more dog” – with its cat brand mascot.
The strategy
Quite simply marrying the worlds of the Refresh tariff (which makes people happy as you could save money) and cats.
The idea
Set out to cast the “nation’s happiest cat”.
Hold an open casting at Pineapple Studios in London, where the winning cat got to star in the next advert and get a full photoshoot from one of the nation’s top pet photographers.
The results
Over 250 pieces of coverage (national, lifestyle, consumer tech and broadcast), resulting in a branded double-page picture in The Guardian’s Eyewitness pages.
Credits
Client: O2
Agency: Hope and Glory