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 😇