Client: SC Johnson
Office: Toronto, Canada
Left unchecked, ants, spiders and wasps can quickly turn people’s homes into theirs. But that’s not something any homeowner wants. Just in time for the start of real estate season, Raid® reimagined real estate signs to show that Bugs Hate Raid®.
Bugs Hate Raid®
Raid® makes your home a place no bug would want to live.
Given the chance, bugs will happily turn your home into theirs. Luckily, there’s Raid®.
Graham Lang
Chief Creative Officer, VML Canada
For over 65 years, Raid® has been a trusted brand in insect control, offering a range of products that help keep insects from interfering with your day-to-day. But consumers today have a wide variety of choices for household insecticides. So, we wanted to remind Canadians that Raid® helps provide the defence they need to confidently win their bug battle during the time of year when they need it most.
In Canada, spring is the start of real estate season, when real estate listings, home sales and rental activity trend upwards as the weather warms up. It’s also when bugs begin to appear after a typically cold winter. Left unchecked, ants, spiders and wasps can quickly turn people’s homes into theirs - whether it’s by building a nest, spinning a web or digging into the lawn. But that’s not something any homeowner wants.
We used highly recognizable real estate signs to position Raid® as the ultimate solution for unwelcome pests. Each ad featured a tiny, bug-sized “For Sale,” “For Rent” or “Vacancy” sign, placed next to an abandoned-looking insect home. The signs are purposely aged and weathered to make it appear that these insect nests have long been uninhabited. This humourously conveys to homeowners that because Bugs Hate Raid®, your home is no place they will ever want to live in.
The campaign launched with full-page ads in major newspapers across the country, and with digital out-of-home across the GTA. With 1.5 million planned media impressions across key digital out-of-home placements, the campaign was strategically designed to resonate during the peak of bug and real estate seasons, setting a strong foundation for increased brand awareness and positioning Raid® as Canadians’ top choice for a pest-free home.