We gathered data from the six main insects in South Africa. Everything from their habitat to feeding habits, as well as their breeding and life spans. The data was then parsed together into multiple narratives to ensure you constantly exposed to how bug problems grow when you ignore them.

Rich media execution used the breeding habits of flies, roaches, and fleas, to show you how quickly a problem could scale. Remarketing banners followed you around and used serving times to ensure that the banner you are shown is dynamically updated with factually correct cockroach growth, making you aware of how fast they breed. We created a machine learning banner that used your gestures to show you have mosquitoes buzz around your head and feed on you if you don't take care of them.

All leading you to a website that used cookie tracking and session data, to dynamically update all the content on the website in line with your browsing time. We also created a UI funnel based on the average South African home, to help pinpoint exact problem areas and align them with just the right product.

Professor Marcus Byrne collaborated with us on relevant insect facts from his research to help bring to life the stories within the campaign. These stories where then matched with relevant mechanics withinside of digital platforms such as media serving, cookie data, session data and javascript algorithms inside our banners and website to ensure that the content could autonomously and dynamically be updated to ensure that the story was custom and unique to each individual who interacted with our media or content.

The stories that were told from the data varied from the budding romance between cockroaches, and how they bred all over your home, to fly vomit on your food and even mosquitoes feeding habits in real time around your head.

All this to ensure that the experience of the data is both factual, creepy and fun.

With the volume of data points woven into the executions, we ensured that our consumers were constantly reminded of the facts at every turn. From creepy bugs art directed from their food and habitats to breeding habits being used to ensure you are remarketed to with a realistic experience.

The data led to the campaign outperforming media benchmarks by over 233% and 30.78% and our custom created UI funnel, led to our visitors landing on the relevant product page within 3 clicks.

Proving that the best way to get people to show an interest in something as unexciting as insecticide, is quite simply to give them the cold, hard facts.