Ad Nut
May 7, 2024

Cat God takes calls to help Japanese gamers level up

RGA's first work for Japanese gaming company Ponos involves divine intervention through a wacky collection of multimedia work for desperate players of The Battle Cats.

Every gamer knows the frustration of not being able to get to the next level. In a fun twist, RGA Japan's first work for mobile gaming company Ponos gives players of popular game 'The Battle Cats', a helping hand by allowing them to speak directly with the game's deity, Cat God.

Through a variety of interactions, we see players calling on the seemingly Michelangelo-inspired Cat God (Think 'The Creation of Adam' in half-human, half-cartoon cat) for strategic advice, extra rewards and some bizarre fun. 

“The Battle Cats is that winning combination of complex strategy and offbeat humour, so we knew we needed to play into the game’s brilliant weirdness to help gamers’ progress when they feel all hope is lost,” says Ponos’ managing director Seiichiro Sano. 

In the first phase of the campaign, messages appeared on billboards across Tokyo and on social media encouraging them to dial up Cat God for help, supplemented by an offbeat social film. 

A Line chat experience and videos playing out on Line enhance the campaign along with influencers who are given the chat to test out the Cat God phone line themselves. 

It's further rumoured that the fabled Cat God phonebooth is also set to appear on Tokyo streets with clues to direct superfans to its location for a chance to get on the phone with Cat God and win in-game prizes. 

Campaign's take: If this campaign were left to the above brand film, it would be yet another wacky yet average attempt to get attention and a couple of laughs. It's in the extra elements on social media, in billboards and in street activations that the campaign gains traction. Supplementary spots like the one below help take the campaign to the loftier levels where Cat God resides. Meow for the encore!


Creative Innovation Company: RGA
Director: Chenko Tsukagoshi
Production Company: Y’s
Event Production: Frontier
Line Chat Production: Puzzle, Liny
Media Agency: AnyMind
Public Relations: Sunny Side Up

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