UrsaClemenger, Sydney takes SC Johnson’s Raid One Shot to the next level with mobile gaming
SC Johnson, maker of the world’s #1 pest control spray, Raid, has launched a unique, game-based campaign for Raid One Shot Flying and Crawling insect sprays.
The integrated campaign, created by UrsaClemenger, features a 30-second TVC featuring three different householders in a game-styled mission against domestic bugs.
The central part of the campaign is “Raid: The Game”, a free mobile app that viewers can download directly from the TVC via shazaam or via facebook/raidinsectcontrol and the App Store.
“Raid: The Game” is based on using the Raid product portfolio to kill bugs dead, with several levels each requiring the use of different Raid products.
Says Bruce McCarthy, Marketing Director, Pest Control, SC Johnson Australia: “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.”
Says Denis Mamo, Executive Creative Director of UrsaClemenger: “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 marks the first campaign since UrsaClemenger, PHD, and Maxus picked up the Global account for Pest Control late last year.
Agency: UrsaClemenger, Sydney
Executive Creative Director: Denis Mamo
Art Directors: Denis Mamo/Helen Shortis
Copywriters: Denis Mamo/Geoff Fischer
Agency Producer: Chris Ford/Pato Abelenda
Production Company: Look & Feel, Buenos Aires Argentina
Director: Mariano Enquin
Producer: Jorge Solucci
Account Director: Lucy Lavery
Strategic Planning: Vivian Rowden
Media: PHD
Anelida Hillard
Melissa Haggerty
Stewart Gurney
Media Buying: Maxus
Credits Digital & Print
Executive Digital Producer: Scott Chapman
Digital Production Company: Avalde
Executive Creative Director: Denis Mamo
Digital Design/Art Director: Frank Thiruchelvam / Denis Mamo
Copywriter: Scott Turner
Snr Account Director: Charles Huntington
Production Manager: Peter TImms
Studio Manager/Retouching: Ian Renton
Company: SC Johnson Australia
Client: Bruce McCarthy – Marketing Director
Jean Lo – Marketing Manager
6 Comments
nice one Frankie!
Nice one!
Looks hard targeting those creepy crawly bugs… I’ll stick to Mortein, it has a better area of effect.
Nice Frankie. Box of herring for you!
The curtain should be being whipped back on the outdoor bbq area.. from in a darkened corner is a speakeasy illicit card game in progress.. with a couple of flys and cockroaches huddled over a dimly lit card game.. Wearing card player eye vissors..smoke curling up from cigars. the clink of playing chips.. raucous conversation.. swigging on a beer.. tugging back a scotch.. cards in hand.. game in full swing..!
Suddenly the curtain is pulled back.. torch light pans the scene with these astonished participants sprung.. to the cry of a human voice calling.. ‘ITS A RAID..!’ accompanied by the hiss sound of spray being administered to this motley crew as the fall about in death throws..crying.. ‘where done for boys..! ‘ to grunts.. coughs.. and groans..!
An Impact ending.. Capturing audience attention.. with the catch phrase.. ITS A RAID.. opening door to a sequel ad..
A full bore 20s speakeasy scene.. Smoke filled night club scene.. Spiders dressed as bouncers.. Cockys dressed as playgirl scantily clad table bunnys..etc.. Suddenly in busts the humans with ..ITS A RAID.. ?
luvyizawl.. What can be done is only limited by your imagination..! ???
Cheers
HB.. Quickdraw Advtz.. Ph 0457038369.
I reckon UrsaClemenger ads are DuD missing punch line they should be using.. ITS A RAID.. bursting in on a speakeasy 20s casino scene.. With spiders dressed as bouncers Cocky as skimpily clad table bunny’s. and or a backroom card game with eye shade card play grog swigging cigar smoking fly’s and cockys going for it.. Curtain being pulled back.. ITS A RAID.. hiss of spray.. Participants falling around crying.. ‘where done for boys! ‘to grunts.. Coughs and groans