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Cats want to ‘Be more dog’

GLOBAL – UNITED KINGDOM, AUGUST 2, 2013 – Creative agency VCCP created a comical advertising campaign for UK telecom provider O2 entitled ‘Be more dog’ featuring a cat that wants to be a dog.

The core of the campaign was to encourage people embrace their inner dog – positivity, excitement and inquisitiveness, to get rid of being a cat – nonchalant, adverse or cynical.

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The campaign is timely for O2’s launch of 4G this summer.

"We’re living in one of the most exciting eras as far as technology goes… but somehow we’ve got a little jaded by it all," said Gary Booker, O2 marketing and consumer director.

"’Be more dog’ is all about encouraging Britain to embrace the new, have a go with the unknown and dabble in innovation. We’re also gearing up for our 4G launch later this summer, so it’s the perfect time to get the nation trying more and being a little bit more dog," he added.

Initially, series of poster ads were released with a cat line "Life’s a stick – go chase it", marking the mobile network’s social media drive. Online campaign launched last Thursday was followed by ads on TV and cinemas nationwide last Saturday where a nonchalant and aloof cat stars in the video.

In the campaign, the cat, realizing how dull his life is, discovers his dog-side personality and transforms himself into an excitable dog. For dogs, life is a big adventure where they never stop playing and exploring. His TV and outdoor antics will be supported by a large, reactive social campaign aimed at celebrating the dogs of the Internet and trying to convince the cats of our attitude.

A team has been assigned to monitor trending videos on YouTube – famous for its cat clips – and to drop "dog bombs" when they see those that feature cat-like behavior. These dog bombs are short shareable videos that stick with the objective – inspire viewers to be more dog.

Using cats and dogs in advertising has always caught the attention of animal lovers in UK. In 2008, 1,000 animal lovers complained about Volkswagen, which showed cruel treatment of Jack Russell in the TVC. While the carmaker was cleared of any wrongdoing, they decided to pull out the TVC. Meanwhile, dairy company Cravendale’s series of TV ads tapped the idea that cats are devilishly clever, showing how cats can get milk.

The cat-dog campaign reappears as O2 launches Refresh (a contract that lets customers get the latest phone whenever they want) and TU Go (mobile application that lets customer use their O2 number to make and receive calls/texts over WiFi from different smart devices). As 02 continues to expand their digital products and services, they capitalize on how dogs live their life – carpe diem, which means “grab the Frisbee.”

Partner with adobo Magazine

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