Cat Genius
- Brand
- Opti Life
- Year
- 2022
- Objective
- Product launch
- Industry
- Food & drink
- Agency
- Poppr
Objective
Opti Life, a premium cat food brand by Versele-Laga, launched in 2022 to target selective cat owners across Belgium, the Netherlands, and France. The campaign aimed to create instant brand awareness and convince feline owners to purchase the new kibble through an innovative digital experience.
Solution
An interactive browser-based 3D game where players guide a photorealistic cat character through a narrative journey toward its food bowl, overcoming obstacles and answering cat-related quiz questions. The experience features a mini-game halfway through and uses real-time 3D rendering via WebGL technology, built with Vue.js. Players who complete the quest can win prizes including Opti Life product boxes and District 70 cat scratch furniture. The platform was deployed simultaneously across three markets with a CMS enabling the client's marketing team to independently update quiz content.
Results
The campaign earned Awwwards Honorable Mention on May 24, 2022, and CSS Design Awards Site of the Day recognition.
