DON'T BE A MEAL FOR MOSQUITOES

TitleDON'T BE A MEAL FOR MOSQUITOES
ClientOFF! /SC JOHNSON
Product / ServiceMOSQUITO REPELLENT
CategoryB02. Consumer Products & Services
EntrantDRAFTFCB CHINA Shanghai, CHINA
Entrant Company:DRAFTFCB CHINA Shanghai, CHINA
Sales Promotion/Advertising Agency:DRAFTFCB CHINA Shanghai, CHINA

The Brief

During summer, people enjoy outdoor activities such as shopping, travelling, trekking, picnics, alfresco dining and so on. Like people, mosquitoes enjoy summer too.

Describe how the promotion developed from concept to implementation

“DON’T BE A MEAL FOR MOSQUITOES!” is the idea for OFF! 2011 summer campaign. The campaign uses 3D paintings to draw consumer’s attention to the message of using OFF! to protect themselves from annoying mosquitoes that spoils their outdoor activities. At 4 high traffic outdoor locations in Shanghai, consumers were entertained and given samples of the product.

Describe the success of the promotion with both client and consumer including some quantifiable results

The activation created not only brand exposure but also brand interaction. As a result a strong connection was built for the brand with outdoor enthusiasts.

Explain why the method of promotion was most relevant to the product or service

Engaging consumers at the right place, at the right time! A time where they are a potential meal to mosquitoes.

Credits

Name Company Position
Eddie Wong DRAFTFCB National Executive Creative Director
Edward Liu DRAFTFCB Creative Director
David Chu DRARTFCB Associate Creative Director
Fan Luo DRARTFCB Senior Art Director
Lyn Zhou DRAFTFCB Associate Art Director
Party Zhang DRAFTFCB Copywriter
Helen Xu DRAFTFCB Senior Producer
Chee Tor DRAFTFCB Business Director
Eva Hu DRAFTFCB Senior Account Director