RID unveils RID Amazon DT Challenge social media campaign via Publicis Mojo Brisbane

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RID.JPGPublicis Mojo Brisbane has launched a new campaign ‘The RID Amazon DT Challenge’ to reinvigorate iconic Aussie brand RID.

 

RID was invented in 1956 and grew to be an iconic brand for generations of Australians who remember the advertising slogan of ‘Remember the RID. You’ll be glad you did.’

With little marketing spend over the past decade, RID has been upholding an approximate 15% market share against the likes of the market leader Aerogard estimated at just over 50% market share, the new owners of RID are working toward invigorating the brand.

The new Publicis Mojo campaign ‘The RID Amazon DT Challenge’ has just launched in social media and was inspired by RID’s inventor Doug Thorley, an Aussie bloke. Thorley was often seen at dusk walking in swampy paddocks dressed in a white singlet and shorts and covered in his latest concoction of insect repellent – until he perfected it to repel all kinds of Aussie insects (and soothe with antiseptic ingredients when he did get bitten).

 

Thorley’s own product torture tests inspired Publicis Mojo to put the efficacy of RID to the ultimate test by finding one Aussie bloke willing to go to the Amazon in nothing but their DT’s and a bottle of RID. The winner will face up to over 2.5 million species of insects in the Amazon jungle and be faced with a number of challenges over five days. The winner will be accompanied by Justin Lyons (who was also Steve Irwin’s film-maker) as he takes on challenges such as trekking through the jungle with only half their body protected by RID.

 

The RID Amazon DT Challenge is a social media and PR campaign, complemented with some paid digital advertising.

 

To find this one daring Aussie, RID are asking people to nominate their friend, husband, wife, dad, brother, uncle, cousin or workmates on the Facebook App.

Agency: Publicis Mojo Brisbane

Client: RID; Natalene Carter, Lori Thomas

Account Director: Louisa Taliacos

Strategy Planner: Simone Waugh

Copywriter: Ryan Petie

Art Director: Andy Geppert

Head of Film: Vicki Lee

Director: Justin Lyons

Production Company: Play TV

Post-Production: Play TV

Editor: Digby Hogan