AWARDS – Webby Awards (finalist 2018), Creative Circle UK 2018 (2 Bronzes), Campaign Tech Awards 2018 (1 Gold + 2 finalists), The Drum Creative Awards 2017 (4 Golds + 3 Finalists)
An unexpected surprise and delight for commuters as Felix - the UK’s most mischievous black & white cat - gets up to mischief by turning Waterloo Station into his playground.
THE CHALLENGE
To launch a long-term equity-building campaign that heroes Felix’s lovable mischievous personality. Specifically, our campaign task was to encourage consumers to interact in moments of light-hearted mischief to evoke their inner smile and thereby strengthen brand love.
AFG (Sister Agency) approached Momentum for our experiential expertise. My role involved concepting with their Creative Team and overseeing the production process at Momentum Worldwide. We created the Felix kitchen in real form, letting Felix take centre stage and allowing commuters to share his moments of light-hearted mischief, evoking their inner smile. Commuters were able to interact with Felix on the big screen via Augmented Reality, pick up product samples, and share personalised content from their experience across social.
We transformed FELIX from just being a 2D animation into a 3D augmented reality cat. Using the latest digital technology, FELIX reacted in real time, uniquely to each individual, meaning no interaction was ever the same. With the help of a 40-metre digital billboard, FELIX turned Waterloo Station into his playground – delighting bored commuters with his mischief.
RESULTS
Average 2.5 minutes per interaction at Waterloo
Over 2 million views online, 18.7% engagement rate
More than 95% of positive comments
All 10,000 samples were distributed in 2 days
316 email sign-ups across both days
During the two live dates, drove 624 interactions on & off the stand with an average of one interaction every 4 minutes
First-ever experiential campaign for Purina
A first for London Waterloo - complete screen domination of the largest motion screen in Europe
Average 2.5 minutes per interaction at Waterloo
Over 2 million views online, 18.7% engagement rate
More than 95% of positive comments
All 10,000 samples were distributed in 2 days
316 email sign-ups across both days
During the two live dates, drove 624 interactions on & off the stand with an average of one interaction every 4 minutes
First-ever experiential campaign for Purina
A first for London Waterloo - complete screen domination of the largest motion screen in Europe
As a result, purchase consideration went up by more than 5% over the year.
EVEN the police got up to mischief!
ROLE - Creative Director
