The Challenge: Demonstrate online the product benefits, increase brand awareness and promote trial of the Catsan litter range.The Strategy: Provide entertainment about the brand in a way that hasn't been done before for cat lietter or Masterfoods, and to make an emotional connection with the cat lover.The Creative Solution: We created an e-commercial housed in a microsite which focuses on the brand attributes. Catsan the Movie is a bit of fun and now you know what your cat does when your back is turned. There is also the "Psycho Kinetic Cat Questionnaire" which will tell you what kind of personality your cat has. Consumers can also print a voucher for £1 off any Catsan product and send the site to a friend.The Results: Sally Shaw, spokesperson for Masterfoods, commented on the e-commercial: "While cat litter is an essential purchase for many cat owners, it can be perceived as a dull and functional product for obvious reasons. We wanted to find a humorous, quirky way of communicating the benefits of Catsan clumping and an internet site seemed the ideal way to bring the brand to life. Hopefully consumers will be impressed by the benefits of Catsan clumping when they see Catsan The Movie and decide to keep their own cat our of the rough!"Initial results show that 35% of the 20,000 visitors have printed off the voucher.