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.
VIEW THE TVC
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.
Raid: The Game on the App Store
Raid: The Game for Android
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
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!