Red Insecticides was recently struggling with constantly dropping sales and was somewhat forced to undertake an effective campaign to strengthen its brand image and expand its consumer base. Usually competitors choose to advertise on TV or print, but in this case, with limited availability of resources advertisers rolled out this outdoor direct campaign aimed at specific target. The firm was having an existing database, which made the direct mailer campaign the perfect cost effective way out to access the potential customers affected by insects.
In the campaign, miniature envelopes sent on different addresses, which were addressed to the pests of the home, the cockroaches, mosquitoes, spiders and ants. As the size of the envelope was small and quite unusual, they were exciting and were capable of attracting people’s attention. The letter, interestingly contained eviction notices that informed pests that their presence would no longer be tolerated. The firm’s logo was displayed with the pay off line, Kills Bugs Dead.
The advertisers further stated that the campaign met considerable success as a follow up survey revealed potential customers were compelled to think of the brand. The campaign was selected Cannes Lions 2007 Direct Gold Winner. The campaign was created by FCB, Johannesburg, South Africa.
Via Canneslionslive
