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Advertising Purina Waterloo

Felix invades ads in Waterloo Station #uptomischief campaign


By John McCarthy, Opinion editor

March 23, 2017 | 3 min read

UK cat food brand Felix is aping on the mischievous nature of its long-time mascot to disrupt other ads in Waterloo Station in a campaign culminating in an AR experience.


Felix at Waterloo

Specially-created digital ads will see the mascot leap from ad to ad throughout the stairway, looking to emulate the resolute and destructive nature of cats in an amusing way, while also producing a shock value around Felix’s supposed disruption of other ads - developed by JCDecaux’s Creative Solutions team.

The cat swings from clocks, spills paint, and even plays with a ball in the two-week campaign which is centred around an augmented reality initiative in Waterloo station that lets the public play with Felix – not entirely different from this Power Rangers movie execution in Australia.

Participants will be featured on the 40 foot screen at the station while they play, encouraged to share their cat footage and play footage at the #uptomischief tag that ultimately aims to drive traffic to the brand’s Facebook page.

The activity from AFG Europe in partnership with Momentum, kicks off a £2m UK push from the brand across social media, experiential, TV, OOH and other channels.

Alex Gonnella, Nestlé Purina regional marketing director, Northern Region, said: “Felix is one of the UK’s best loved cats, known for his mischievous nature, so it is really exciting to bring that to life through emerging technologies in marketing. We believe the disruptive and interactive nature of the activity we have planned, will resonate with consumers in a refreshing and fun way.”

Earlier in the month, The Drum spoke to Pete Blackshaw, Nestlé global head of digital and social, about how the FMCG is utilizing the latest tech and digital platforms to build its brands, Purina’s Felix was cited as one of the company’s best Snapchat performers around a campaign turning members of the public into Felix the Cat.

Advertising Purina Waterloo

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