Whiskas:
Pay by Purr

A crazy idea about cashing in on cat purrs turned into something that eventually ran across four markets. Pay by Purr is the world’s first machine learning web app that turns cat purrs into currency. Tickle and stroke your cat until it’s purring, then hit record. The custom AI analyses purr volume, frequency, length and resonance - the bigger the purr, the bigger your prize.

The work included the digital build, a social promotion campaign and whole e-commerce journey with voucher redemption and CRM. It’s currently running in Germany, Netherlands, Poland and South America with the plan to expand it across more markets in 2023 and beyond.