More Th>n | Content
Remember, remember the 5th of November as being one of the most stressful times of the year for cats and dogs. However, the barrages of Fireworks Night became a little more bearable for Britain’s kitty and canine population this year. That’s because we released the first films for cats and dogs scientifically developed to help reduce stress caused by loud noises.
Created for our client, MORE TH>N Pet Insurance, the films feature the unmistakable voice of Jessica Jones and Dr. Who actor David Tennant as soothing narrator. The movies are playfully entitled Woofering Heights and Peer Window in homage to the Emily Bronte and Alfred Hitchcock classics.
Although to humans the short films may appear abstract and surreal they are highly compelling viewing for their intended audiences of cats and dogs. Indeed, every aspect of both films draws extensively on scientific insights into the precise forms of audio and visual content that can at first capture and arouse the attention of a cat or a dog before gradually inducing feelings of relaxation and sleep.
As well as the films themselves, we also shot a mini-documentary, featuring consultant pet behaviourist Karen Wild and our favourite vet Bobby White-Adams (which you can view above), as well cutting a couple of parody trailers for the films.
The content-based idea was a massive hit with both earned and social media. Huge pieces of national coverage were secured in the Mail Online, Metro online, Express online, Sun online, Guardian online and Mirror online (all featuring our content and linking to MORE TH>N), not to mention a raft of regional hits, national consumer lifestyle titles, creative & trends sites, the geek / ‘Whovian’ press and the pet and vet media.
All of this, plus lots of social media word of mouth, helped us hit over 160,000 organic views of the content on YouTube in a matter of days. What’s more, we’ve seen countless posts across Facebook, Instagram and Twitter where pet owners tested the films on their cats and dogs, with 100% of those furry friends falling into a gentle slumber.