Terminix DM A MATTRESS FULL OF BED BUGS by Publicis Hawkeye

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Industry Consumer & Public services, Insecticides
Media Direct marketing
Market United States
Agency Publicis Hawkeye
Executive Creative Director Shon Rathbone
Creative Director Glen Day
Art Director Jonathan Harper
Copywriter Patrick O'malley
Account Supervisor Jennifer Bridie
Released August 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: TERMINIX
Product/Service: PEST CONTROL
Date of First Appearance: Aug 6 2010
Executive Creative Director: Shon Rathbone (Publicis)
Group Creative Director: Julia Melle (Publicis)
Creative Director: Glen Day (Publicis)
Art Director: Jonathan Harper (Publicis)
Copywriter: Patrick O'Malley (Publicis)
Director of Print Production: Katy Thiess (Publicis)
Management Supervisor: Molly Mann (Publicis)
Account Supervisor: Jennifer Bridie (Publicis)
Senior Account Executive: Chrissie Detrich (Publicis)
Account Executive: Maddie Robertson (Publicis)
Production Company: Mark Watson (Colormark)
Chief Marketing Officer: Brad Cumings (Terminix)
Media placement: Direct Mailing - Mailings To Hotels - 06 August 2010

Describe the brief/objective of the direct campaign.
Bed bugs have become a major issue for U.S. hotels. Terminix wanted to become the #1 solution. The audience included national hotel companies both with and without current ties to Terminix.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We developed Terminix-branded bed bug recognition guides to help in-room hotel staff members spot early signs of an infestation. Terminix offered to provide these guides to hotels for free.

Explain why the creative execution was relevant to the product or service.
Because bed bugs were the major issue on the minds of our audience members, and since bed bugs are found in mattresses, we put our bed bug guides and descriptions of the offer into custom-made miniature mattresses. These were delivered to key executives at major hotel companies.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The hotel companies started contacting Terminix to opt in before the Terminix sales team even began making follow-up calls.

So far, over 15,000 hotel properties have ordered the guides.

Two major hotel companies have already signed contracts with Terminix.

Three other hotel companies are now in negotiations with Terminix.