Felix

Objective
Felix wanted drive national brand awareness using the "Felix Factor" initiative - a nationwide search to find the UK's most loveable cat with appeal to a female main shopper audience.

Solution
A 4-page advertorial feature in The Sun calling on readers to submit pictures of their cats being mischievous. Consumers were given the opportunity to win a digital camera. The campaign was also hosted online and promoting regional activities within a Felix road show.

Results

 

  • 3,000 entered the competition and awareness of the road shows taking part around the country increased with The Sun's coverage.
  • Print ad awareness for Felix was high, 39% recalled the in paper ads (exposed group).
  • Online ad awareness for Felix was 48% and a third recalled the slogan ‘Does your cat have The Felix Factor?’
  • 6% claimed to have bought some more Felix and 19% told family & friends about the competition.