Kill bugs. That’s what Raid One Shot flying and crawling insect spray does. And that’s the game that UrsaClemenger has created for Raid’s new campaign.
The integrated campaign starts off with a 30 second TVC, that features three different householders in a game-styled mission against domestic bugs.
The campaign gets new, now and wow from there – it’s all about the game. Raid: The Game is a free mobile app that viewers can download directly from the TVC, via shazaam or Facebook and the App Store.
The game lets users play with Raid products to kill bugs dead. There are several levels, each requiring the use of different Raid products.
Bruce McCarthy, marketing director, Pest Control, SC Johnson Australia said, “We’re thrilled to be leading the way globally for SC Johnson with such an integrated campaign, particularly with our first foray into game development.”
Denis Mamo, executive creative director of UrsaClemenger, was no less enthusiastic about his agencies novel campaign concept, “Gaming is a fantastic platform to educate the market on the attributes of Raid, and killing bugs in one shot is the perfect product promise to bring to life in a competitive format. Chasing and killing bugs now may well be life imitating art.”
The campaign includes a national television schedule incorporating shazaam, digital, mobile and street posters.
It is the first Raid campaign since UrsaClemenger, PHD, and Maxus picked up the global account for Pest Control late last year.