"The Horroroach" intricately weaves Indonesia's traditional horror with the everyday presence of cockroaches. The campaign transforms cultural lullabies and rituals into a spine-chilling auditory experience by integrating the real sounds of cockroaches. This evocative soundscape, aired in homes, immerses listeners in an environment where cultural familiarity meets unsettling fear. The juxtaposition of soothing, traditional melodies with the eerie rustling of cockroaches redefines the perception of these common pests, elevating them to symbols of dread deeply rooted in the Indonesian cultural context.

Background:

In Indonesia, a widespread fear of cockroaches, known as Katsaridaphobia, exists alongside rich cultural folklore. This setting forms the backdrop for the "The Horroroach" campaign, leveraging these deep-rooted fears and traditions.

Situation:

Indonesians commonly resort to ineffective cockroach sprays. Rentokil, a leader in pest control, faces a challenge: its home service offerings are relatively unknown. This presents an opportunity to enhance Rentokil's visibility in the home pest control market.

Objective:

"The Horroroach" campaign aims to boost awareness of Rentokil as an effective home pest control service. By fusing the fear of cockroaches with culturally relevant auditory storytelling, the campaign seeks to transform public perception, positioning Rentokil not just as a pest control solution, but as a brand that understands and resonates with Indonesian cultural nuances.

In Indonesia, where the mystical and supernatural intertwine with daily life, "The Horroroach" campaign resonates deeply. This nation, steeped in a rich tapestry of diverse cultures, embraces superstitions and the paranormal as integral parts of its heritage. Horror, especially content that delves into the supernatural, is not just entertainment; it's a reflection of deeply held beliefs and the prevalent cultural narrative.

"The Horroroach" taps into this unique ethos by integrating traditional elements like Sinden performances, Javanese lullabies, and Sundanese rituals—vital components of Indonesia's cultural identity. These are not mere artifacts of history but living traditions, echoing in the collective memory and daily lives of Indonesians. The campaign skilfully weaves these elements with the unsettling sounds of cockroaches, marrying ancient superstitions with contemporary fears.

In doing so, it transforms the perception of cockroaches beyond household pests to symbols of intrigue and dread, deeply rooted in the nation's love for the mystical. This fusion of folklore and modern storytelling resonates uniquely with the Indonesian audience, striking a chord with their affinity for the supernatural.

This campaign is more than an advertising strategy; it's a cultural phenomenon that understands and embraces the complexity of Indonesian life, where ancient myths and modern realities coexist. This deep cultural insight is the cornerstone of "The Horroroach" campaign's success, making it a powerful and resonant experience for its audience.

"The Horroroach" reshaped perceptions of cockroaches in Indonesia, turning them from common pests into symbols of fear, deeply influencing public attitudes.

The campaign reached a wide audience, cutting across various demographics. It leveraged popular cultural elements, ensuring that the message resonated with a broad spectrum of the Indonesian population.

High engagement resulted from the unique mix of auditory innovation and cultural content, encouraging listeners to share their experiences and sparking conversations both online and offline.

Notable behavioral shifts occurred in pest control, with increased demand for professional services, particularly for Rentokil, indicating a change in public response.

Rentokil’s image was transformed, now seen as a culturally insightful and innovative brand, beyond just pest control.

Successfully meeting its goals, the campaign significantly boosted Rentokil's brand awareness and altered public behaviors and perceptions towards pest control, demonstrated by the rise in brand recognition and customer queries.

Version: Rentokil - The Horroroach Bathroom.

Chilling night, choking breath,

shattering silence, provoking fear of death.

Shadows lurked in the absence of light,

Creeping, haunting insidiously.

With every step,

an echo emerges from the unknown.

Courage dwindles, courage fades,

Like a fading heartbeat swallowed by darkness.

Sharp whispers,

Piercing the bathroom's eerie silence.

The pursuer appears, relentless in its hunt.

Flying menacingly, striking erratically...

VO: Cockroach invasion brings horror to your home?

Call Rentokil Home Service now!

150808.

---

Version: Rentokil - The Horroroach Bedroom.

In the darkest night,

a profound slumber tainted by dread.

Piercing gazes, keen and malevolent.

Crawling, bone-chilling terrors.

In unison, the apparitions encroach.

Limbs turn to ice, unwavering,

Tongue-tied, body shuddered with fright.

Verses are chanted, 

Yet the relentless nightmares persist

Fiery, surging, and drawing near,

Voices choked, despair entrenched deep within…

VO: Cockroach invasion brings horror to your home?

Call Rentokil Home Service now!

150808.

---

Version: Rentokil - The Horroroach Living Room.

Playing with the dolls,

when an eerie presence crept along.

Though earlier,

they lay severed and slain.

Moving without a head...

With its jagged legs, crawling ahead.

Rattling and closing in...

Wickedly trying to possess…

VO: Cockroach invasion brings horror to your home?

Call Rentokil Home Service now!

150808.

The campaign was inspired by Indonesia's unique cultural tapestry where the mystical and supernatural are deeply interwoven with the fabric of everyday life. In this setting, folklore and tales of the supernatural are not mere stories; they are integral to the cultural narrative, with many Indonesians placing a greater trust in mystical beliefs over logical explanations. This is evident in the widespread reliance on practices like traditional healers and black magic, which significantly influence daily life.

This profound cultural insight, where the mystical seamlessly blends with the mundane, served as the foundation for our campaign. It leveraged the inherent fear of cockroaches, a theme deeply rooted in Indonesian folklore and superstition, and combined it with the nation's enduring fascination for horror. By doing so, "The Horroroach" resonated powerfully with the audience, tapping into their everyday experiences with the mystical and the supernatural, thereby significantly enhancing its impact and cultural relevance.