Players were getting stuck, again and again, on the same level of the bonkers (yet highly strategic) mobile game, The Battle Cats. Even worse, they were giving up. In their hour of need, we connected them with the popular in-game character, Cat God.

In Japanese, the symbols for ‘cat’ and ‘God’ are just one stroke apart. So we emulated religious-style posters around Tokyo, mysteriously heralding Cat God’s arrival.

Then, we officially launched The Cat God Helpline, an interactive service where players could talk to our feline deity, empowering them with the knowledge to triumph over their challenging levels. 

Players could engage with Cat God across multiple channels, receiving in-game salvation, strategic advice, rewards, and plenty of laughs.

Finally, we gave fans a chance to speak to him through a real-world phone booth, dropping clues about its location on social media, which had gamers and influencers sprinting around the city.

And our results?

Nothing short of divine.

ADC Awards - Integrated Campaign - Gaming - Best In Discipline Winner D&AD Awards - Gaming: User Participation - Finalist AICP - Digital Experiences - Winner CLIO Awards - Branded Entertainment - Silver