2013 Winners & Shortlists

The Campaign

Across the GCC, the highest incidence of pests in and around the home comes from crawling insects [mainly cockroaches] and whilst consumers understood the importance of pest control, every brand in the category had been communicating similar messages in terms of product efficacy. We developed a campaign for Pif Paf (also known as Mortein) Crawling Insect Killer “Anti Cockroach System” Power-Gard (3 SKUs) that is the ultimate cockroach killer. The SKUs are: • Pif Paf PowerGard CIK will instantly kill cockroaches and continue killing them when they come back. • Pif Paf EasyReach will allow you to attack the cockroaches in hard to reach places where they might be hiding and breeding. • Pif Paf Barrier kills cockroaches before they even get a chance to enter your home.

Success of the Campaign

With Client: - it acheived very good business results in terms of sales and equity readings With Consumer: - Broke category communication norms. - created engagement in-mall with high levels of interest and particiaption that converted to sales. CONFIDENTIAL RESULTS BELOW: Please do not share as per client strict request. Market share increase as measure by Neilson in the UAE: - In June 2012 MS = 57% resulting in 150 BPS increase since campaign start in Feb. 2012 - Equity measures on statement of „can kill in one spray‟ increased by over 7+% (+721bps). and „brand I trust‟ increased by over 3+ % (+321bps) versus year ago. 2012 Vs 2011

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The Pest control category was certainly unengaging with similar claims and choice of communication channels/consumer touch points amongst all players. The only way to success is to innovate and break category communication norns: The first step was the Strategic Platform:Armed with Pif Pif, Cockroaches Don’t Stand A Chance. We also focused on innovation in the category. Research by Discovery channel eluded to the fact that cockroaches can withstand a nuclear spill and sometimes completely survive it. Coupled with war zone imagery we were able to build our visual campaign which started first with a mupi OOH placement and grew into an integrated campaign in: OOH, TV tag, van branding, new promotional mechanics in store, upgrading the planogram in-store. in-mall activation booth with augmented reality game and mascot, consumer leaflet distribution and in-store branding and POS. Industry first: Never before had a pest control brand done ugmented reality in-mall activations and sampling activities.