• Objective: expulse shelter cats’ uncute image and make people think adoptation

• Challenge: shelter cats are always refused by Cat buyers because they are always linked with defective and not cute.

• Strategy: We chose to use all these “uncute” features as inspiration for Hello! Kitty’s newest and cutest line : Hello! Cats

• Execution: We used the uncute features to create the 65 new designs of hello! Cats. Then matched these designs to actual ThinkAdoption shelter cats. Just like every hello! Kitty edition, the designs were applied all around, online, apps., in-store, merchandise, etc. Also celebrities from China, Taiwan, and Hong Kong, also drawn in by the new designs, people tapped, clicked, read on. And discovered the wonderful story of a shelter cat waiting for a home. People fell in love with hello! Cats. But they fell in love with the shelter cats even more.

• Outcome: During campaign period, we helped 10 CATS find their home per week. And inquiries number increased 600% than ever before.

The animal charity ThinkAdoption has lots of shelter cats but difficult to find homes for them. Because in Asia shelter cats are seen uncute by the cat-breeder buyers. In this case, the cutest icon, Hello Kitty wants to help. Thus we created this Hello!Cats idea to help more shelter cats find their home and to help increase ThinkAdoption brand visibility. Meanwhile, Hello Kitty is no longer only regarded as pink cutie girls’ brand but also deeply loved by a huge amount of kind-hearted cat lovers.

1. From June to July 2014, we interviewed 100 Cat Breeder Clients on why they preferred Breeder-Bought Cats to Shelter Cats at ThinkAdoption.

2. Then we collected the “uncute” features from the interview and use these into the newest and cutest line, from July to Oct 2014.

3. We then matched these designs to actual ThinkAdoption Shelter Cats. And launched it all around. Online. Apps. Instore. Merchandise, at Nov. 2014

4. Then, we encouraged everyone who fell in love with this new collection to discover the wonderful story of a Shelter Cat waiting for a home.

The Hello!Cats collection suddenly reached a huge “LIKE” from every cat lovers and warm hearted persons as other Hello Kitty collections did. More than 100 media channels were talking about this new collection including TV, press, online medias and even celebrities from China, Taiwan, and Hong Kong. During campaign period, we helped 10 CATS find their home per week. And inquiries number increased 600% than ever before.