PROBLEM

What do Russian grandmothers and feline lungworm have in common? If you answered ‘nyet’, you’d be wrong (on more than one level).

If you thought for a moment that the threat of lungworm in cats is real and the key to preventing it lay nestled inside generations of family knowledge, you’d be right. 

Advocate — part of The Advantage Family — needed a disruptive and memorable anti-lungworm awareness campaign, so we challenged ourselves to come up with something grandma would be proud of. 

SOLUTION

The thing with cats is, you just never know what they’ll drag in. To illustrate this proverbial truth, we created the Advocate Babushcat Nesting Doll.

A tactile DM piece designed specifically for Bayer Animal Health reps to help educate vets and vet clinic staff on the dangers of deadly lungworm in cats, Babushcat told a sensitive brand story through an approachable device by dramatising the transfer process of the killer parasite into cats via their prey.

Babushcat was supported in-clinic by a series of tactical floor decals and an Advent Calendar style detailer allowing reps to uncover the hidden dangers of lungworm whilst positioning Advocate as the obvious solution. 

RESULTS

The response from Bayer reps was overwhelmingly positive with vet clinic enquiries, general campaign awareness, product name recall, and sales of Advocate continuing to rise well after the seasonal initiative had concluded.