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Purina Friskies Milkoholics

Category: Customer Acquistion; Award: GOLD
Category: Integrated Campaign; Award: GOLD
Category: Online Marketing; Award: GOLD
Category: Lead Generation; Award: SILVER
Category: Television or Radio; Award: BRONZE
Special Honours: BEST OVERALL CREATIVE
Special Honours: BEST STRATEGY

Agency: OgilvyOne
Client: Nestlé Purina PetCare

Advertiser Campaign Credits: 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 - Database Director (Simplicity Australasia Ltd)

Agency Campaign Credits: 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)

Entry Rational: 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.