A co-operation with one of Germany’s biggest TV channels (Sat.1) and its online platform (sat1.de) was the heart of the campaign, and our proof of authenticity. We used this platform to a) explain the campaign idea to a mass audience, with special editorial formats (TV trailers) that asked consumers to share their happy cat stories and Whiskas moments. b) collect and vote on the stories online.c) broadcast the shortlisted stories in special 90” editorial formats on Sat.1d) get consumers to vote on their favourite shortlisted stories.After the voting was over, Whiskas continued using the submitted materials, including the winning spot, in its communication for the remainder of the year. These happy cat moments and Whiskas experiences were shared in TV copy, magazine ads, radio spots and direct mailings with other German cat lovers.

With more than 3 million contacts in 2008, we ensured that emotional, authentic, happy cat stories were heard and seen by German cat owners. Whiskas’ mail box overflowed with thousands of positive consumer mails. We were able to increase the emotionally-driven parts of our brand equity versus previous year by 12%.Additionally, and most important, we were able to increase our sales by 20% and steal market share from our rational competitors.