Time to spread more cat memes thanks to Plan.Net & Serviceplan with the Whiskas “Purr O’Clock” campaign

Plan.Net & Serviceplan assisted its client, Mars, with the launch of Whiskas “Purr O’ Clock” — a fun campaign for the well-known Whiskas brand in the Belgian and Austrian markets.

“Purr O’ Clock”, you’re saying? The creative team came up with an engaging "meme generator" concept that allows people to upload a photo of their cat, generate a funny meme and win a prize. Every day at 10am, it’s “Purr O’ Clock”, which means a daily winner is chosen.

The meme generator was launched on https://oralcarequiz.at (Austria) and https://oralcarequiz.be (Belgium) and serves as the central hub for the campaign, providing a fun activation that involves their purry friends.

Plan.Net, the digital experience, transformation & tech agency of the Serviceplan Group, translated the strategy into a seamless and responsive website, consisting out of a custom animated and experience-driven microsite that captures contest data in HubSpot. They built their own meme generator with a share feature, using modern technologies like Vue3, Golang, Postmark and a serverless AWS infrastructure to cater to potential high availability. Plan.Net also conducts a weekly reporting session to the Mars team for evaluation and winner selection.

Apart from that, Serviceplan created all the POS materials for in-store communication, with a tracked QR code that participants can scan on the spot, to participate and win on the microsite.

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Chloe Le Garrec
Marketing Manager Serviceplan
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