The Cat Chat cat translator is a unique product developed exclusively for Animates to own and distribute.

We developed the concept, and later collaborated with technologists based in Australia to develop a prototype.

The technology was built utilising research from Lund University professor Susanne Schötz, and a cat linguistics study of the inferior colliculus (a convergence of brain stem critical for auditory information processing in cats).

This research allowed us to identify and isolate 8 key feline emotions and the different meows associated with each of those emotions.

Y&R then wrote and recorded dialogue to represent these emotions, generating 32 unique responses, written in character for each of the different Cat Chat translators.

Prototype devices were produced and programmed with our algorithm and audio for testing. We then enlisted serious cat lovers to take home the device and test it thoroughly, documenting any issues or feedback, which was used to refine the final version of the cat translator.

The Cat Chat cat translator is now in its second full production run totaling 50,000 units, available for purchase in Australia and New Zealand and with plans to hit US stores later this year.

With little to no media budget to launch the collar, our first run of Cat Chat cat translators sold out in 7 days.

Following the initial success a further 50,000 units are now being produced, extra cat characters are being commissioned, and there are plans to distribute Cat Chat in Australia and the US through sister stores Petbarn and Petco.

The Cat Chat cat translator achieves several goals that were set at the beginning of the conceptual phase.

1. Clawing back profits.

Cat-related product sales decline year on year by 4%. This had to be halted, or even better, reversed.

2. Brand loyalty.

Most pet stores are all the same – they sell the same products and stock the same brands. By creating a unique and desirable product available exclusively at Animates (rather than just doing an ad) we gave people a reason to choose Animates over any other pet store.

3. Brand awareness.

The translator was also a way to get the Animates ethos out into the world in a captivating way – promoting the importance of loving, understanding, and developing a caring mutual relationship with the animals we share our homes with.