FELIX Deli Moments – Der Schleck-O-Mat
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Ambient Media and Outdoor Advertising
Credits
Company / Customer
Agency / Design
Details
FELIX Deli Moments is a liquid cat snack that is fed by hand and licked up by the cat. We were looking for a brand-typical activation that would emotionally charge the product, make the special nature of the ‘licking moment’ tangible, and use sampling as a conversion driver. The Schleck-O-Mat is a hybrid brand experience, combining a mobile game and an interactive sampling machine. A specially developed ‘Feed the Cat’ mobile game simulated the licking of the treat as a virtual experience and acted as a gatekeeper for a real sample. The Schleck-O-Mat combined digital reach with physical interaction.
The Jury‘s Statement
Where sampling often stops at mere distribution, FELIX creates for Deli Moments a brand-appropriate touchpoint that closely connects play, urban space and product logic. The mobile feeding game translates the characteristic licking moment into a simple interaction while also qualifying access to the real sample. With the "Schleck-O-Mat" ("Lick-O-Mat"), a medium emerges in public space that does not merely generate attention, but turns it into active participation and direct product experience.
