Results and Effectiveness

Success for this campaign was based around awareness of the campaign and tool, which meant reach was vital. BigPond delivered substantial reach, and Timeout opened up exposure for the campaign beyond just the homepages to every page on the website. All placements were optimized to deliver the traffic and entry targets. We tweaked editorial language and the approach as the campaign progressed to capture as many interested users as possible. The results were great: • Sales increased with 5.4% sales gain • Timeout and BigPond along with others displayed the Mozzie Index more then +23.5mn times The media applications/placements were key drivers for how the tool was brought to market, and ultimately how the campaign came to life.

Creative Execution

It's an Aussie Summer, NOT a Mozzie Summer! To bring the idea to life in media, we tapped into the Australian way of life, the great outdoors. We know people are more likely to be annoyed by mozzies when outside, therefore we integrated with weather-related articles, outdoor entertaining, activities, events and sports. To ensure integration within these environments we worked with the developers to access the raw XML codes to seed the tool on the sites in real time. This meant our partners, Timeout (outdoor activities) and BigPond News (weather) allowed us to completely integrate the tool into their weather assets. Ensuring the campaign delivered the reach and level of integration required. The online campaign was supported by a far reaching TV buy ensuring the mass scale were delivered, and we tactically engaged Fisherman with a sponsorship of the Australian Fishing Championships to highlight the practical use of the index.

Insights, Strategy and the Idea

Summer in Australia means a mosquito invasion, making repellant a key part of Aussie summer. Aerogard is a household name, but as one repellent usually lasts the season, market share and YOY success is determined in the brief window when people first start noticing mozzies. Turing passive awareness into top of mind action at the start of summer and when people are planning outdoor activities is therefore the key marketing objective, with early season sales being the core business focus. Our research told us that the way to do this was not via traditional advertising (Aerogard’s usual focus), but rather through value based utility in digital channels. To move Aerogard into this new space, we came up with the idea of the Mozzie Index. A new tool, developed with an Entomologist, that measures the mosquito risk at specific locations, allowing people to plan with Areogard to Reclaim their Summer.