Bronze
Non-Traditional
Experiential
| Entrant: | AMVBBDO, London |
| Brand: | Sheba |
| Title: | "Gravy Race" |
| Corporate Name of Client: | Mars Petcare |
| Client Company: | Mars Petcare |
| Media Company: | EssenceMediacom |
| PR Company: | Weber Shandwick |
| Agency: | AMVBBDO, London |
| Chief Creative Officers: | Nicholas Hulley/Nadja Lossgott |
| Senior Creative Director: | Andre Sallowicz |
| Creatives: | Andre Sallowicz/Ant Eagle/Tim Riley |
| Agency Producer: | Alexander Warren |
| Animation Company: | Zombie, Sao Paulo |
| Sound Design Companies: | Canja Audio, Sao Paulo/Zombie, Sao Paulo |
| Music Production Company: | Canja Audio, Sao Paulo |
Description:
We combined eight of the internet’s biggest cat-influencers, cross-pollinating each of their highly engaged communities to ensure we kept top spot in people’s feeds, with paid digital, social, and a billboard in Times Square to engage at scale.
16.5 million people watched the event organically, we tripled our online share of voice, and sold 18% more product than planned.
We launched The Gravy Race, a world-first sporting event where our cats went head to head in a knock-out style tournament to see who could lick up a line of gravy the fastest.
It was a product demonstration of epic proportions, piggy-backing on America’s March Madness, America’s most watched basketball tournament alongside eight of the internet’s biggest cat-fluencers and their combined following of just shy of 48m - as they went head to head to see who could finish their line of Sheba Gravy Indulgence first.
By exploding out a feline truth, that cats are avid lickers who love nothing more than licking gravy, we were able to turn a simple product demonstration campaign into an epic competition headlined by Ian Eagle, 2022 Sportscaster of the year, which got cat parents to engage with a new product launch like never before, en masse.