The perfect touch point was found in schools: Whiskas invited 7-12 year-old pupils to draw a happy cat within their drawing lesson. Both teachers and parents were informed in advance.

The promotion was announced with posters in school, an advert in the assignment book and explained on www.whiskas.at. The pictures were uploaded to the Internet. Then an online voting activated all family members and all participating schools. Via this online voting the best five cat pictures were selected.

The price was a day in a zoo with the whole class. Additionally the drawings were exhibited on a fully branded Whiskas tram driving through Vienna.

The campaign generated tremendous response: 31.144 kids participated (=49% response!) and 4.711 online-votes were registered. The Whiskas tram, driving through Vienna for ½ year was a real eye-catcher, created an enormous PR output and many smiling children’s faces!