Nestlé Purina brand, Go-Cat, is launching a nationwide search for Britain’s most adventurous cat on 1 March – the Go-Cat ‘BOBO AWARDS’.

Created by Clarion Communications, the awards have been launched in honour of Bobo, the amazing, acrobatic free-running star of Go-Cat’s latest TV ad, to celebrate fearless felines that live life to the full, just like Bobo.

Clarion Communication’s PR and press campaign will drive to Go-Cat’s website, http://www.go-cat.co.uk/ designed by InboxDMG. Once on the website users are invited to upload a photo or video with an explanation of why they think their cat is the most adventurous in the UK, and share their cat’s entry with friends.

A regularly-updated photo and video gallery will display selected entrants. Judged by Go-Cat and independent animal behaviourist, Peter Neville, the overall winner will receive a first prize of an African safari holiday worth £3,000 to see big cats in action. Three runners up will receive a voucher for two people to take part in a choice of 130 adventure experiences. InboxDMG will also send a call for entries to Go-Cat’s existing email database as a kick-off for its new quarterly e-mail campaign for the brand.

InboxDMG was recently awarded the digital brief for the Go-Cat brand. The agency’s brief is to help Go-Cat maintain its position as the dry cat brand of choice*, increasing sales with both new and existing customers by bringing the brand blueprint to life digitally and engaging consumers on a personal level.

To date the agency has re-designed Go-Cat’s website http://www.go-cat.co.uk/, making it the hub for all digital activity. The new website reflects the lively, energetic essence of Go-Cat, communicating the product range, nutritional details and feeding guidelines in an engaging way and creating flexibility to support promotions such as the BOBO AWARDS. The site is also designed to provide opportunities for consumers to engage in dialogue with the brand and allows Go-Cat to capture consumer data for its e-CRM programme - also being handled by InboxDMG.

Ali Ashman, Brand Manager Go-Cat said, “I’m really excited about Go-Cat’s plans for the forthcoming year which have already started on a high with the launch of our new website; and the advert which has been on TV and in the cinemas since just before Christmas. Our audience has reacted well to Bobo the free running cat, and we hope to increase engagement further through the launch of the BOBO AWARDS.”