The Cat Code

Cats walking on their owners' computer keyboards have become a classic scene for anyone living with felines. Now, this interaction is transforming into discounts on Purina Friskies products. After registering on the brand's website, pet owners will gain access to a "cat decoder" that interprets their pets' random typing and generates a discount coupon in "cat language." This CRM campaign was created by Publicis Brazil.

The coupons generated by cats offer a 15% discount on Friskies products on Amazon. "One of the reasons cats walk on keyboards is to get attention when they're hungry, and nobody understands these felines better than Friskies. Cat Codes turns customer navigation into a fun commercial benefit that aligns perfectly with the brand," comments Julia Valente, Marketing Director at Purina.

The idea for the CRM campaign originated during a conversation on the Teams communication platform when a kitten crashed the meeting by jumping on the computer. "We thought about how to bring a creative value to the brand's CRM by integrating the daily experiences of cat owners into our loyalty strategy. Cat Codes not only has an emotional aspect but also brings something unexpected; no one imagined a cat typing a discount coupon, but we did," says Mauro Ramalho, CCO of Publicis Brazil. The campaign also includes various activities in digital media, including films and content, as well as OOH pieces.