To make FELIX ‘come alive’ by transforming a 2D animation into a 3D Augmented Reality cat and turn Waterloo Station into his playground, so that cat lovers (and potential owners!) could experience a cat's mischievous personality in the real world. Using the latest digital technology, FELIX reacted in real time, uniquely to each individual, meaning no interaction was ever the same.

The 2-day dominant media buy-out of the motion screen, plus a specially built black & white FELIX stand on the concourse, ensured we attracted commuters and families to interact with our brand in a way no pet food brand has done before.

With over 600,000 people passing through Waterloo over those 2 days, not only did the experience create personalised Felix content for users to share via hashtag, but much more importantly, it enabled us to film it and create online content for our paid/owned/earned social channels. Consumers were encouraged to ‘follow the cat mischief’ on our Facebook page and share mischievous cat antics.

The digital motion screen was central to this launch, as it was on this screen that people could see themselves seamlessly interacting with FELIX, and thereby eliciting the emotional connection we so wanted with the brand.

The 2-day domination of the Waterloo Motion Screen was the centre piece of our #uptomischief campaign, and enabled us to create engaging social content. The results can be looked at in various ways:

At Waterloo Station:

599,534 impressions (source: Posterscope)

Average dwell time with 3D FELIX was over 2.5 mins

74% take up of photos captured

Online:

Over 2 million views. 18.7% engagement rate (source: Ebiquity) 95% of comments positive

Brand Equity:

We increased Brand Love (Millward Brown) by 7%