2009 Winners & Shortlists

The Brief

MASA Pest Control is on a mission to educate people on the importance of maintaining a rodent-free environment, and the tool for this is to have the professionals do it. The brief was to broaden MASA’s customer base and promote their services among foreigners and Arab expatriates living in residential compounds.

Creative Execution

This creative execution brought to life the feeling of what it is like to share your home with rats.

Describe the creative solution to the brief/objective.

The concept of sharing space with strangers, more specifically rodents is not appealing at all.To dramatize the fact that rodents live parallel lives to humans, we sent miniature magazines “Hole Décor” and “Rat’s Health” addressed to the rats sharing the houses of the audience we want to reach. Inside the magazine a tiny card stated the following: Rats can take over your house before you even know it. Call MASA pest control.

Results

The idea generated a response of over 20% more calls in the first 2 weeks. Moreover, people were amazed by the idea to the extent that they requested more copies of the mailer for their friends.