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Creative storytelling:
Our research revealed that most cat owners do not set out to rescue a cat. In fact, they are more likely to want to adopt a cat for their own reasons – such as for companionship. Our insight and subsequent audience personas allowed us to flip our rehoming message and create a compelling proposition of personal benefit – ‘Give a home a cat’. This concept was then brought to life with positive, emotional advertising that reflected the needs of our target audience. First launched with the TV Ad below…
…it built momentum into other channels where the audiences reason for adopting a cat could be brought to life in a playful way – ‘Find a cat and find…’
