Cherryflava

Bug eviction notice

Posted on 26. Jun, 2007 by Jonathan Cherry in Advertising

FCB Joburg won Gold in the ‘direct’ category at Cannes for this Raid Eviction campaign.

The folk from Raid had an existing database of clients [for what reason, we wonder], but no money for TV advertising. So…

‘We sent out miniature envelopes that were addressed to the pests of the
home, the cockroaches, mosquitoes, spiders and ants. Due to the
envelope’s unnatural size, they were intriguing and immediately stood
out. Inside them, were eviction notices that informed the pest that
their presence would no longer be tolerated. The Raid logo was
displayed with the pay off line, Kills Bugs Dead.’

Nice simple idea, but smacks of spam to us. Unless that database specifically asked for communication on future bug spray developments.

via Canneslions