Briefing:
Netto, a German discount supermarket chain, wanted a viral video that would not only communicate their great prices, but also conquer the world – and new target groups in the German market.
Idea:
The answer to that brief was simple: meow! We brought the most popular cats of the world – pop icons like "Nonono-Cat“ or "OMG Cat“ – together for the first time ever. And let them shop at Netto!
To do that we actually built a cat-sized Netto store (complete with hundreds of miniature products, shelves, shopping carts, supermarket lighting etc.) and trained actual cats to perform the tricks – all set to the soundtrack of cats meowing a catchy pop tune (a cover of Space’s "Magic Fly“).
Results:
A Facebook reach of 29 million, over 8 million views on YouTube (as of July) and international press coverage well worth over 2 mio Euros – the Netto cats did what cats do: they took the internet by storm! And made Netto a hot topic not only in Germany, but across the globe.