Kancil Awards

The Malaysian Advertising Awards

(13.3) Promo & Activation [Use of Digital & Social] - SILVER, Pitch Purrfect, BBDO Proximity Malaysia

Brief
Sheba is a new cat food brand in the market. We had to increase awareness of Sheba and acquire a positive brand image. With a budget of RM65K (including media).

Solution
We created Pitch Purrfect, a month-long love story told in real-time, entirely on Facebook. Only, this was two love stories in one. Users could follow two parallel journeys on two separate personal Facebook accounts. Video logs. Memes. Selfies. Pictures. Status updates. Everything happened live as love blossomed between two neighbours who never meet face to face. Facebook users got to interact with both characters – adding details and backstory for the characters to play on. At the very end, the two characters finally meet, which unlocked a surprise music video on the Sheba Facebook page, featuring an original song sung by the characters. THE RESULTS: In one week: Facebook fans increased by more than 50% (7688 followers). Engagement rate peaked at 21%.

Title 

Pitch Purrfect

Product / Service
Sheba Cat Food

Client
Mars Foods Malaysia Sdn Bhd

URL
https://www.facebook.com/ShebaMalaysia

Executive Creative Director 
Tan Chee Keong

Creative Director
Adam Chan

Others
Associate Creative Director- Martin Ng

Art Director
Martin Ng, Alvin Ho, Anne Yong

Copywriter
Adam Chan, Badd Anuar, Elissa Azizi, Yusrizal Yusof, Teoh Xin Xian, Mandy Chock

Designer
Amy Low, Jeffrey Tey

Client Service
Liew Wai Sim, Alyaa Samsudin, Dylan Phuah

Others
Social Planner- Mikaela Ong

Others
Technologist- Marlo Ongpin

Agency Producer
Hong Nyok Hwa, Sandra Duarete

Others
Planner- Raj Thambirajah

Photography Studio
Studio Verve

Others
Composer - Inna Dudukina, Josh Maran

Film Director
Takeem Studio

Print Producer
Louie Hoo, Ang Hui Yun

 

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