OverviewThe Virtual Felix campaign has been a huge success in generating awareness and building the Felix brand within the online environment. More importantly, it has allowed Friskies to build a relationship with consumers coming back to www.catslikefelix.co.uk. Due to its viral nature, more and more visitors are coming to the Felix website to start their relationship with Felix. However, the online offering has increased hugely over the last year and stand-out from the interactive clutter can only be achieved through understanding consumer needs and satisfying these needs with added value.BriefConsequently, the objective for new features offered on the Felix website was to create innovative added value content that could take the relationship established with Felix consumers to another level. Moving on from having Felix on consumers’ desktops, the aim was to truly make Felix a part of consumers’ daily life in a way that adds value through functionality and communicates the brand image in an unobtrusive way. Louise Radcliffe, Group Brand Manager at Friskies Petcare says: ‘By fulfilling these aims the level of consumers’ engagement with the Felix brand can be hugely increased.’SolutionIn answer to these objectives OgilvyInteractive has developed Felix’s ‘Purrsonal Organiser’, a digital Calendar, downloadable from the Felix website. Felix’s Purrsonal Organiser provides distinctive Calendar functionality enhanced by the Felix character. The high level of interactivity throughout the application not only enriches the consumer experience but also allows consumers to make it their own ‘Purrsonal Organiser’.ExecutionHaving received an e-mail from the Felix website or friend, consumers download the Calendar from the Felix website. Once installed, Felix’s Purrsonal Organiser sits on the user’s desktop. Features of the ‘Purrsonal Organiser’ include a calendar with a daily Felix ‘Tip of the day’ and illustrations, a ‘Dear Felix’ personal journal, and an address book. There is also a ‘To Do’ list and Shopping list, both of which can be printed out. Further printable features are Felix party accessories and Felix games. Results:Specific site reports are still currently being compiled so detailed metrics cannot be provided.However, over 30k downloads of the application were recorded in the first 2 months of launch and there has been considerable inbound e-mail from within the feedback mechanism in the application.Of the 30k registered users, response rates are being monitored for both inbound and outbound e-mail, site visits, page impressions and downloads.