To bring the idea to life in media, we tapped into the Australian way of life, the great outdoors. We know people are more likely to be annoyed by mozzies when outside, therefore we integrated with weather-related articles, outdoor entertaining, activities, events and sports.

This meant our partners, Timeout (outdoor activities) and BigPond News (weather), allowed us to completely integrate the tool into their weather assets, ensuring the campaign delivered the reach and level of integration required.

The online campaign was supported by a far reaching TV buy ensuring the mass scale was delivered, and we tactically engaged Fisherman with a sponsorship of the Australian Fishing Championships to highlight the practical use of the index.

Success for this campaign was based around awareness of the campaign and tool, which meant reach was vital. BigPond delivered substantial reach, and Timeout opened up exposure for the campaign beyond just the homepages to every page on the website. All placements were optimized to deliver the traffic and entry targets.

We tweaked editorial language and the approach as the campaign progressed to capture as many interested users as possible.

The results were great:

• Sales increased with 5.4% sales gain

• Timeout and BigPond along with others displayed the Mozzie Index more then +23.5m times

The media applications/placements were key drivers for how the tool was brought to market, and ultimately how the campaign came to life.