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Reading: Doohfa Brings Together Felix And Twitter Across Westfield
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B&T > Campaigns > Doohfa Brings Together Felix And Twitter Across Westfield
CampaignsMedia

Doohfa Brings Together Felix And Twitter Across Westfield

Neice Waddington 1
Published on: 6th September 2017 at 11:29 AM
Neice Waddington 1
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Nestlé Purina PetCare has launched a mischievously simple integrated digital out-of-home campaign to promote the Felix product range. The campaign brings together the Felix and Twitter brand heroes to playfully interact on screen, after posing the simplest question – ‘Meow or Tweet?’.

Powered by a conversational video ad on Twitter, people’s choices on the social platform are reflected in the on-screen behaviour of the two brand’s characters. We see Felix stalking up to pounce on the Twitter bird, and the Twitter bird swooping and diving over a submissive Felix.

As people engage with the creative on Twitter, the digital out-of-home component dynamically updates with their handle and tweet selection. Participants also receive an auto-response tweet from Purina in which the two characters’ playful interaction is based on their tweet choice.

felix-plays-twitter-campaign-superscreen felix-plays-twitter-campaign-smartscreen felix-plays-twitter-campaign-conversational-ad-unit

The digital out-of-home campaign is appearing in Westfield shopping centres across NSW, Victoria and Queensland. To maximise engagement, the Twitter media is flighted to match Westfield’s opening hours, when the screens are live.

The campaign leverages two of Scentre Group’s digital media formats in the Westfield centres. A 10 second animation appears on the SmartScreen Network, on sites cherry-picked along the path-to-purchase. This creative is localised with the nearest supermarket’s logo. And a 20 second animation features on the SuperScreen Network. This large format takes on a brand awareness role, showcasing the playfulness of the lovable rascal Felix which reminds us so fondly of our own furry friend at home.

Neice Waddington, doohfa’s Product Director, said: “It is such a coup and privilege to animate the Twitter bird, alongside that rascal Felix. The creative proposition of ‘Meow or Tweet?’ is a simple and elegant way to bring together the two brands in a way that enables us to highlight Felix’s playfulness. Cleverness is also a key character trait of Felix, and this is emulated by the clever coming together of creative and tech in this campaign.”

Campaign Credits

Campaign: ‘Felix plays Twitter’

Advertiser: Purina Felix

Media Agency: MEC

Creative Agency: doohfa

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By Neice Waddington 1
Passionate about delivering marketing campaigns that exceed clients’ expectations, I enjoy working across the creative services spectrum to find the right solution for the client – from creative design through to digital integration. My name is Neice Waddington and I am the Operations Director at OFA, a marketing production agency with an extensive client base of international and Australian brands. My expertise is cultivated by experience client-side, in-house and for full-service advertising agencies giving me an in-depth insight and understanding of the detail of each stage of the creative development process, from strategy to implementation, through to measurement and analysis. ► Working in a collaborative partnership with our clients, I bring ENERGY and enthusiasm to each project. My passion for the job is driven by a determination to find the best solutions and ways of doing things so we can continue to create outstanding work. Using the agency’s 20 years of industry expertise in production and technology, we produce campaigns that are true to the brand and where creative strategy is the hero. ► We love making our clients and brands look great and creating value, saving them marketing spend through our IMPLEMENTATION-led focus. We work with lead creative and alongside existing media and creative agencies, assisting many of our international clients (who have global creative platforms) adapt their messaging for the Australasian market. And we work with Australian brands looking for cost-effective and smarter ways to implement their marketing plans. Clients include Universal Pictures, Pilot Pen, Nine Network, Green’s General Foods and not-for-profit organisations such as Asthma Foundation NSW. We also work as a TRUSTED partner to media and creative agencies, undertaking projects and areas of campaign development they outsource to us. To request our credentials or seek a quote for a specific service, contact me on +61 2 9281 5544. ▬▬▬▬▬▬▬▬▬▬▬▬▬

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