Three had a huge success with their Pony campaign: they wanted a follow-up hit.
The new campaign, #SingitKitty, featured a singing cat. Working at TBCH/RAPP, I worked on creative strategy to go alongside the TV and above-the-line ads.
On day one it went out to almost 21 million people: over 950,000 actively engaged with it on social. In the first six weeks of the campaign, five million people watched the ad on YouTube, with 73% of people saying they liked it.
Effective? Very.
Market research
Creative strategy