Our strategy was take over the most popular morning talk show, for a week, with cockroach related content.On radio we advanced on two fronts: 'inside' the actual programme, and 'outside' it through radio spots in a unique format.

During the commercial breaks, dying cockroaches tweeted their last thoughts, in philosophical and comical tone.The hosts directed listeners to follow the dying cockroaches on Twitter and invited them to call in and share special cockroach stories.

The integration of call-in debate inside the programme and outside with radio spots locked in our audience, resulting in a flood of morning callers wanting to join the discussion.

The campaign generated very high earned media value, with listeners' calls forcing the show's hosts to continue the cockroach conversation for an average of 15 minutes per programme, a total of 75 minutes during the whole week – massively outweighing the paid for media budget.With a maintenance budget around 80% less than a typical Raid campaign, our client recorded an unprecedented level of buzz, retail activity and sales force approval.