Winner:
 

OgilvyOne Worldwide & Nestlé Purina PetCare

Categories:
 

Customer Acquisition: Gold RSVP

Integrated Campaign: Gold RSVP

Online Marketing: Gold RSVP

Lead Generation: Silver RSVP

Television or Radio: Bronze RSVP

RSVP Special Honours: Best Overall Creative

RSVP Special Honours: Best Strategy

Project:

Purina Friskies Milkoholics

Credits:

Advertiser:

Susan O’Brien – Marketing Manager

Melissa Harland – Brand Manager

Helen Rudolf - Consumer Relationship Marketing Specialist

Sonia McConnachie - General Manager (Commando)

Simon Bird - Media Planner (OptiMedia)

Christine Segar - Partner (Simplicity Australasia Ltd)

Agency:

Jacqui Simpson – Senior Account Director

Drew Ayers – Creative Director

James Bowman – Art Director

Jo Walsh - Account Manager

Paul Hickey - Account Director

Kathy Gieck - General Manager (Ogilvy PR)
 

Description:

The Purina Friskies with Milk Essentials campaign had the primary objective of encouraging brand reappraisal and acquiring new users to a brand that was in decline. Key touch points were examined to reach this new target market, with the notable exception of TV. The campaign evolved around a teaser and reveal strategy capitalizing on word of mouth as another acquisition route. It creatively reached prospects in a clever but relevant manner via multimedia channels (press, magazine, internet, viral, ambient, PR, DM, outdoor, instore, radio, web), many of which were linked directly to the Purina PetCare database to ensure customer quality and the elimination of duplications. Armed with our unconventional campaign ideas we were able to secure the support of New Zealand Post, Stables and his cat Buttons from ZM, and various other allies. The campaign had numerous complexities to overcome, but with a pinch of audacity and determination we were able to provide exceptional results delivering brand growth, increases in share, sales and penetration, and an increase of 38% additional Friskies households to the database.