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By The Drum Team, Editorial

August 4, 2011 | 2 min read

Realise Digital has created a series of short videos to support the launch of Beauty Town, a new Facebook game developed by Dynamo Games with support from Channel 4.

The game allows players to open and manage their own virtual fashion boutique and the marketing campaign from Realise looks to engage with a fashion-conscious, female audience through a series of 28 viral videos.

The videos are hosted on the Panic the Cat campaign microsite and feature a talking cat called Panic – a highly memorable character created by Realise who provides brutally honest critiques and pours scorn on the latest celebrity frocks.

The creative team for the campaign was Jenny Kelloe and Chris Rush and Realise is set to use a variety of paid media and editorial to help seed the videos.

Rob McLeod, head of planning at Realise Digital, explained: “We set out to find something a bit quirky to appeal to Beauty Town’s young, female target audience. Panic the Cat really ticks these boxes bringing a big dose of fun to the whole campaign. With a tongue as sharp as his claws, you can guarantee that Panic’s comments will cut any celebrity down to size and introduce a unique shock factor when he’s unleashed to the wider world, helping Beauty Town stick in the minds of the women the campaign is designed to reach.”

And creative director Don Smith added: “How the team came up with the notion of a camp, acerbic Geordie is beyond me. But I’m very proud of the campaign. We’ve used some of the best copywriting talent to bring the wit alive, with Adam Smith and Chris Miller contributing to Panic’s disturbing personality. With over two thousand ‘Likes’ for Panic in the first 24 hours of launch, it looks like he’s going down a storm with the audience.”

Realise Facebook Channel 4

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