SHEBA has reached out to cat parents with its latest 3D outdoor campaign that has two digital screens interacting with one another. The premium cat food brand partnered with Global for the large-format digiwall at Bond Street’s London Underground station.
It features a cat sitting nonchalantly on a huge digital screen. The cat shows no interest to brightly colored toys falling from above to its paws, but trots off to a bowl of SHEBA, disappearing from one screen and appearing on the other for its delicious meal. The message reads ‘Give them what they really want’.
George Hillman, European Brand Director for SHEBA at Mars Petcare, says brands have to work harder to cut through and deliver a memorable message. “We have a strong emotional and emotionally relevant story to tell about how our cat’s love for SHEBA outshines any other gifts our cat parents are prepared to give them and how mealtimes with our cats can become the most magical moments of connection.”
Chris Forrester, Global’s Commercial Director for Outdoor, said they are always looking at ways to creatively elevate outdoor media to supercharge marketing campaigns. “This one with SHEBA really is the cat’s whiskers. They have been an incredible client, with fantastic vision to see how using the latest technology can tell a captivating and eye-catching story to commuters, making them pause to follow the exploits of the SHEBA cat.”
Chris Reader, the Head of Commercial Media for TfL, highlighted that the uniqueness of these interactive adverts spotlight the innovative and forward-thinking approach of the team at SHEBA, and serves as another brilliant example of how advertising assets can be used to promote products in a creative and impactful way.
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