UrsaClemenger, Sydney takes SC Johnson’s Raid One Shot to the next level with mobile gaming


RAID_COCKY_RGB.jpgSC 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.

RAID_FLY_RGB.jpgThe 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.

RAID_SPIDER_RGB.jpgSays 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