The trial by fire of our creativity came when we accepted the challenge of creating an entire visionary strategy around a mascot. Our creatives activated their muses and were the architects of a complete rebranding strategy, based on Misu, the Happy Cat. This is how we worked alongside Besser, a leading Venezuelan telecommunications company committed to offering comprehensive technological solutions for homes and businesses.
The creation of Misu is inspired by the physical traits of the cat belonging to one of our creative colleagues. A cat that symbolizes Besser’s values and essence, emotionally connecting with audiences and strengthening the company’s identity.
Misu brought to life Besser’s emotional ambassador, symbolizing joy, trust, and closeness. Furthermore, its friendly and modern design strengthens the emotional connection with customers.
Brands that establish an emotional connection with their audience are 23% more likely to increase their revenue. (Harvard Business Review)
The birth of Misu from the rebranding strategy
The idea was simple: who better to tell the story of connection and well-being than another member of the family? From there, a study of approximately four months began.
“Misu is today synonymous with hard work, research, creativity, and a strategy based on clear objectives that convey a company’s unique value proposition.”
Betsig Martínez
General manager
Ideas and research revolved around what type of pet could be used, or if it was better to give a human a cartoon form.
We also considered a fantastical inanimate object, for example, a light bulb or some other personified object. But in the end, the idea of using an animal, a pet that would aid brand recognition, won. Thus, the concept of “The Story of Misu, the Happy Cat” was born.
“It was a super challenge because it was the first time we created a mascot for a company as large as Besser.”
José Calles
CEO BBVFX
How Did We Create Misu?
Through his curious eyes and feline perspective, we showed how Besser’s services are intertwined in the daily life of a home, thus ensuring a fast and stable internet connection.
Misu, with his emotional touch and hints of humor, became the ideal narrator to connect with the public in a fresh and original way.
The general concept of Misu’s personality was centered on conveying joy, friendship, and curiosity. The mascot had to represent the family connection, stability, and trust that Besser offers its customers.
Similarly, clear parameters were established for the design style; it had to be illustrative, clean, and modern: suitable for use in both digital images and videos.
With these clear ideas and already as a “model,” the work of “making Misu’s image a reality” began. The team defined stylized proportions that conveyed empathy. The head slightly larger in proportion to the body to make it more expressive. Large and expressive eyes that could change according to his mood. Small mouth with a friendly smile.
In addition, his base color had to match Besser’s colors. White or orange details were included on his ears, paws, and tail to add contrast and warmth.
All aspects taken into account served so that with advanced technology, such as artificial intelligence, we could create Misu as a true member and reflection of Besser.
A rebranding strategy for a star cat
Once Misu came to life on paper, we knew his story deserved to be told in every corner of the digital world. This is where our strategic team came in with more force, developing a campaign to increase online service requests and encourage visits to physical stores.
In this way, an omnichannel strategy was designed, with which Misu and Besser jumped onto the screen through Google Programmatic, YouTube, Facebook, and Instagram.
A study by Kolsquare found that ads featuring pets have an interaction rate of between 2% and 25%, up to three times higher than traditional ads.
Each platform became a stage to show how Besser facilitated those special family moments, those instants of connection that we all value. The key was to weave an emotional thread through every interaction.
Misu’s campaign, as a rebranding strategy that spanned four intense months, included a series of videos and posts for the mascot’s introduction.
His presence humanized the Besser brand; it added a close and familiar touch that facilitated the identification of potential customers with the company’s values: reliability, stability, and connection.
“The challenge was to animate a still image and create various scenes that brought the character to life. We used AI so that Misu was in different scenes and positions; which then came to life through animation.”
IT & Programming expert
Daniel Viloria
Meticulous and ingenious work
Through reels, graphic design adaptable to each platform, and the careful selection of keywords to reach the right audience, Misu became the heart of the campaign. His warm and humorous tone made the messages more engaging and easier to remember.
And most importantly, Misu proved to be a character with a rich digital “life,” which allowed for the development of multiple stories over time. His natural charm fosters interaction and engagement on social media, turning viewers into part of the Besser “family.”
Misu’s campaign at BBVFX demonstrated the power of a mascot to connect with the public and humanize a brand. The story of Misu, the happy cat, is an example of how creativity and visionary strategies yield successful results.
