2015 Winners & Shortlists

BOECKER DM

Short List
BrandBOECKER PUBLIC HEALTH
Product/ServiceBOECKER
EntrantJ. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
CategoryStationery
Entrant Company J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
Advertising Agency J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES

Brief Explanation

The low-cost method used by most businesses in the UAE is the business card door drop. The problem was that door drops were increasingly less effective due to the sheer volume of business cards being pushed under doors.

The Brief

Boecker Pest Control wanted a low-cost way to reach consumers in apartment blocks in the UAE. This is particularly relevant as there are often problems with cockroaches in many blocks.

How the final design was conceived

We decided to create a business card that was actually useful: it would identify if your apartment had a pest problem. We used edible ink on the card, so that cockroaches or ants would eat away the ink to reveal our message. The big challenge was finding the right substance for the ink – we needed something guaranteed to be tempting for pests. After much experimentation, we found that screen-printing Nutella was the most effective solution.

Indication of how successful the outcome was in the market

In blocks where the cards were distributed, we had an 11% response rate – 9% higher than with normal business cards.

Boecker Public Health is the Middle East’s largest Pest Management, Food Safety and Biosecurity services provider. More information can be found at www.facebook.com/FollowBoecker or www.boecker.com

Credits

Name Company Role
Trisatan Fitzgerald JWT Dubai Creative Director
Mahesh Powar JWT Dubai Senior Art Director
Jaafar Atwi JWT Dubai Head Of Print Production
Pallavi Adhikari JWT Dubai Associate Creative Director
Seyoan Vela JWT Dubai Executive Creative Director