Advertising news

Your industry

Focus on digital marketing


Content marketing download

Bizcommunity's special Focus On CONTENT MARKETING is now available in a downloadable PDF.

Content Marketing PDF >>
Bizcommunity has over 400 industry contributors and we always welcome further contributions and contributors.
Advertising news

Anti-mosquito campaign increases brand awareness

20 Dec 2012 11:00
An "anti-mosquito" campaign for Swedish client ThermaCELL has pulled in more than 1,000 Facebook likes in the first two weeks of its launch in November and a sharp increase in awareness from consumers as well as customers and other retailers.
(Image: Wikimedia Commons)
Cape Town advertising agency, Leftfield, launched the "Beat the Suckers" campaign, which was run through social media platforms and a buy-to-win competition, targeting local outdoor enthusiasts.

"Mosquito season comes into full force just as South Africa's beer, braaivleis and Venter trailer brigade prepare en masse for the summer holidays. With this in mind, we created a targeted campaign appealing to a very specific market," said MD of Leftfield, Jason Cumming.

Facing a number of challenges including, price, competition in the market and a limited budget, the agency created a simple Facebook app where fans were encouraged to rant and win. "Everyone has a mosquito story to tell, so we provided the platform for people to share their stories, images or videos. In a short space of time, we successfully and effectively managed to reach our core target market."

"Venter trailers are synonymous with outdoor holidays in South Africa. Therefore to drive awareness around the client's mosquito repellent products, which are new to the South African market and only available at a high-end price, we decided to join hands with a suitable iconic brand through a very simple buy-to-win concept - buy a ThermaCELL and stand to win a Venter trailer."
LEGAL DISCLAIMER: This Message Board accepts no liability of legal consequences that arise from the Message Boards (e.g. defamation, slander, or other such crimes). All posted messages are the sole property of their respective authors. The maintainer does retain the right to remove any message posts for whatever reasons. People that post messages to this forum are not to libel/slander nor in any other way depict a company, entity, individual(s), or service in a false light; should they do so, the legal consequences are theirs alone. will disclose authors' IP addresses to authorities if compelled to do so by a court of law.
Read more: malaria, Leftfield