A purrfect immersive experience for felines and friends – Opti Life
Every cat owner knows that their feline friend deserves nothing but the best. Cats are notoriously fussy; serving them the wrong cat food, for example, can turn them rather cranky.
For the launch of Opti Life, a new premium brand of cat food, Versele-Laga called on our team once again. After having built a previous website for sister brand NutriBird, we were asked whether we would be able to come up with a new creative digital experience. Our challenge? To convince selective cat owners to have their cat nibble their new kibble.
In a highly competitive landscape, it is not always easy to get your target group’s attention for a new product launch. The Versele-Laga team had already put in a fair amount of prep work throughout various brainstorming sessions, in an attempt to find a high-impact market entry strategy for Opti Life. A number of ideas had already been considered – including the possible development of a fully-fledged augmented reality game that might combine a physical game board with an augmented reality layer using a smartphone camera.
In practice, we decided against an AR game. Instead, we worked out a different concept that would attract more visitors and reach a larger share of our relevant audiences. Together with Versele-Laga’s own team and Focus Advertising, we set to work on a 3D web experience. The core idea remained the same: to create as much buzz as possible with the new brand’s target audience, to secure solid opening sales for Opti Life.
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