Screen Recording 2024-10-02 at 3.58.00 PM2.gif

A holy message of hope

Ponos | The Battle Cats | Call God

The Battle Cats is a Japanese mobile game where you help adorable, yet bellicose, felines take over the world.

BUT (like herding cats) it’s really hard.

Players give up.

So we connected them to a higher power for help; the game’s much-loved deity, Cat God.

In Japanese, there’s just a few lines difference between the symbols for ‘Cat’ and ‘God’. So we started by altering religious signs around Tokyo.

Then we launched a helpline.
And a live chat service.
And phone booths around Tokyo.

And before long, we’d converted the masses

In Japan, one tiny line turns the symbol for “god” into “cat.” Fans were already hacking religious posters, and it was exploding online.

So we jumped in, teasing The Battle Cats faithful that something massive was coming. We hijacked the trend with wild, religion-inspired posters dropping mysterious hints of heavenly help on the way.

Then we launched the Cat God hotline: live chat & phone line serving divine advice and epic hope to struggling players, straight from the man (cat?) upstairs.

Wild posters & teaser films ignited the buzz everywhere.

Players craved more Cat God wisdom - so we hid real phone booths across Japan and teased cryptic locations for fans to hunt down.

Next

Google-pixel-hunt