Raid Promo, Case study COCKROACHES TAKE OVER by DraftFCB Tel Aviv

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Industry Insecticides
Media Promo & PR, Case study
Market Israel
Agency DraftFCB Tel Aviv
Copywriter Kobi Barki, Ori Ganot, Noam Shamir
Producer Eti Naaman
Released December 2009

Credits & Description

Category: Best Use of Radio
Advertiser: SC JOHNSON
Date of First Appearance: Dec 13 2009 12:00AM
Account Executive: Mira Finkelstein (Shimoni Finkelstein Draftfcb)
Executive Creative Director: Kobi Barki (Shimoni Finkelstein Draftfcb)
Creative Director: Ori Ganot (Shimoni Finkelstein Draftfcb)
Copywriter: Kobi Barki/Ori Ganot/Noam Shamir (Shimoni Finkelstein Draftfcb)
Producer: Eti Naaman (Shimoni Finkelstein Draftfcb)
Recording Studio: (Signal music & post sound)
Sound Designer: Oren Shitrit (Signal music & post sound)
Media placement: Radio Campaign - 103 FM - 13 December 2009
Media placement: Branded Content - Shay & Dror - Morning Talk Show - 13 December 2009
Media placement: Social Media - Twitter - 13 December 2009

Results and Effectiveness
The integration of call-in debate inside the program and outside with radio spots locked in our audience resulting in a flood of morning callers wanting to join the discussion. The campaign generated a very high earned media value, with listeners' calls forcing the show's hosts to continue the cockroach conversation for an average of 15 minutes per program, a total of 75 minutes during the whole week – massively outweighing the paid for media budget. With a maintenance budget around 80% less than a typical Raid campaign, our client recorded an unprecedented level of buzz, retail activity and sales force approval.

Creative Execution
On radio we had two media fronts: 'inside' the actual program in the form of branded content, and 'outside' it through radio spots in a unique format. During the commercial breaks, dying cockroaches tweeted their last thoughts, in philosophical and comical tone. The hosts directed listeners to follow the dying cockroaches on Twitter
and invited them to call in and share special cockroach stories. We selected radio as an ideal platform for people to share their most personal and taboo stories about cockroach experiences. Using content placed with the co-operation of the audience and by tweets aired during commercial breaks, we created the conditions for stirring up a heated public conversation around killing cockroaches.

Insights, Strategy & the Idea
SC Johnson wanted to create a maintenance activity during the cockroach off-season in order to keep Raid's 'Kills Bugs Dead' message front of mind. However, people generally avoid talking about cockroaches, and even more so during the 'off-season'. Our challenge was to create a mass public cockroach conversation at a time when cockroaches are out of sight and therefore out of mind. Media insight - Talk radio is an ideal platform for people to open up and share their most personal stories. Our media strategy was take over the most popular morning talk show, for a week, with cockroach related content.