The idea was to use the media vehicle itself to represent the act of manually killing mosquitoes by using a roll-up magazine. By rolling the magazine, we realized that it had the same shape of our product’s bottle. So, if we printed the label and gave some instructions to the readers, we would be able to put a mock-up of our product in everyone’s hand.

We chose Brazil’s most widely read magazine in order to generate a great impact from the dust cover, which was an innovation of the traditional print in this media vehicle.

In an extremely competitive market composed of large and established brands, in the country’s south region – where the activity was held – in the beginning of 2017, Mat Inset already was one of the TOP 3 insecticide brands in terms of top of mind. However, more importantly, in synergy with other activities carried out by society, the outbreak of dengue fever was not as devastating as it could be and helped to pave the way for the popular awareness of the disease prevention.