Situation and objectives:- Friskies Felix, UK #1 cat food brand by volume and value, year end 1999.- Brand built around emotive pull of distinctive cat character, representing lovable feline characteristics of playfulness, mischief, energy and fun.- Despite market position, Felix spontaneous awareness significantly lower than leading competitor, and performing poorly on key brand image ratings.- Yet unable to compete on even investment field with leading competitor in traditional offline media.- Need to embrace new and alternative media opportunities offering firm targeting with lower investment implications to drive consumer preference and purchase intent.- Taking ownership of new media vehicles.- Bringing core brand values to life in an exciting and innovative manner.- Building a committed community of Felix 'fans' to drive advocacy.- Yet set against well documented barriers facing packaged goods companies in the digital/new media environment.catslikefelix.co.uk- Full phase concept development with launch of Felix website to drive community and data capture from August 2000.- Viral communication to initial seed group plus 10,000 test phase registrants.- E-mail notification with inbuilt link to site. Can then be forwarded on to your friends.- Download requires user registration on site as data capture and tracking mechanism - personal details, contact details, details of your cat and preferred cat food brand.- Return to site to download 'Felix's Toybox'. Box full of fun toys for Felix to play with including ball of string, animated frog, beach ball, etc. Toybox again as executional file appearing as wicker basket on user desktop.- Site content expanded to include product information, contact opportunity, downloadable screensaver, e-cards. Represents move to more commercial campaign footing.- Notification that further upgrade modules, and reasons to develop relationship with site and brand, planned later in the year.