The crushing despair of defeat is a feeling that gamers worldwide understand too well. It’s so tempting to just throw in the towel. R/GA Japan and PONOS have united to deliver a message of hope to players of legendary mobile game, The Battle Cats, using the game’s most popular character, Cat God.
Players can talk directly with the game’s deity, Cat God, empowering them to conquer their despair and triumph over challenging levels. Through the campaign, Calling God, players engage with Cat God across various channels, receiving in-game salvation, strategic advice, rewards, and plenty of laughs along the way.
In a heavenly message, Cat God himself provided a quote,“Yes Yes, it is I the almighty and benevolent Cat God – I am here to save you all… Well, most of you… Oooh look, a ball of string.”
The work is the first campaign for the Japanese market since R/GA secured the mobile game account.
“We know players look everywhere for inspiration when they’re stuck on a Battle Cats level,” added R/GA Japan executive creative director, Masaya Nakade. “That’s why we explored unexpected ways to connect them directly to Cat God online and in real life, right where they spend their time, providing a divine helping paw from above.”

“Battle Cats is that winning combination of complex strategy and offbeat humour, so we knew we needed to play into the game’s brilliant weirdness to help gamers’ progress when they feel all hope is lost,” noted PONOS’ managing director, Seiichiro Sano.
Players have already immersed themselves in the first phase of the campaign, with messages mysteriously appearing on billboards across the city and on social media. These prompts encourage them to talk to Cat God through a first of its kind helpline service.
To accompany the launch, a hilarious social film depicts the relatable struggle of The Battle Cats gamers, followed by the glorious moment that Cat God guides them to victory:
Influencers have even had the chance to test the Cat God helpline out for themselves and they shared the hilarious results with their followers.

Rumours are swirling that a mysterious phone booth will appear in Tokyo in the coming days. Clues will guide superfans to this location for an exclusive opportunity to speak directly with Cat God and win coveted in-game prizes.
Credits:
Creative Innovation Company: R/GA
Director: Chenko Tsukagoshi
Production Company: Y’s
Event Production: Frontier
LINE Chat Production: Puzzle, Liny
Media Agency : AnyMind
Public Relations : SUNNY SIDE UP
R/GA’s Battle Cat madness also includes work like this: