Results and Effectiveness

Our strategy to gamify insect control drove more interaction and engagement than we anticipated, delivering:- - 4,268 app downloads (target 3,000) - Nearly 1.5K new Facebook likes Building greater emotional connectivity in this functional category also had an impact on Raid brand measures. Ad awareness grew by 39% and our key metric of “works fast” increased by a staggering 400%. We also radically shook up the market. Raid One Shot doubled its market share year-on-year. The campaign also created a halo-effect, driving growth for Flying Insect Killers, despite being in decline in the same period in the previous-year.

Creative Execution

At the heart was a Bug Battle mobile app game. Our 3-stage strategy not only informed media, but also influenced the creative assets required: TVCs, posters and bespoke games. 1. Recruit the army using posters in popular rental / new home-owner environments and targeted online activity within real-estate sites (only serving ads in geo-locations that were close to cockroach hot spots). They were offered a Raid One Shot discount voucher at the supermarket in their local area. 2. Broadcast media amplified scores and got more people to be part of the game via an integrated AV schedule targeting home-related programming. Embedding Shazam technology created a strong call-to-play. 3. Game on! Individual gaming scores were shared and amplified through social media to encouraged more participation. All activity was up-weighted at contextually right moments to maximise ad stock efficiency to increase salience by connecting the need-state with brand assets

Insights, Strategy and the Idea

Commercial success relied on increasing market-share of Raid One Shot and improving brand-metrics. When Australians comes face-to-face with an insect in their the home, it’s not just a personal affront or question of hygiene; it’s an outright act of war. There’s an intrinsic, primal need to protect the home and family from unwanted pests. With 195,000 species of insect in Australia, summer really is a constant bug battle. This was our key insight. We had the opportunity to flip a functional and very low interest category on its head and earn disproportionate cut-through (market leader Mortein outspends us 4:1). We wanted to make the practical act of bug management more interesting and emotive to unlock more market share. Application of gamifcation theory has proven to make mundane-tasks more enjoyable. Our media strategy was to use media to create a game and ask Australia to ‘Power up for Bug Battle’.