There was a need to inform the target about cockroach eggs and raise awareness for the “egg-killing action” of Baygon Cockroach Killer, a new variant in Bayer’s insecticide line.Cockroaches do not only leave germs that cause diseases, but also lay eggs that could hatch into more disease-causing pests. These eggs are hidden all over a regular household and could number in the hundreds.Fortunately, Bayer has developed Baygon Cockroach Killer, an insecticide capable of destroying cockroach eggs as well as the roaches and germs they leave behind.For the brief, the agency was tasked to educate the consumers that cockroach eggs should also be exterminated, not just the roaches. If left alone, each egg can hatch up to 28 baby cockroaches. The agency took advantage of the Egg Hunt, a popular tradition among Filipinos during Easter Sunday. The agency made a special arrangement with the Philippine Star, one of the leading broad sheets. A total of 28 cockroach egg cases or Oothecas were placed in certain areas of the home improvement section.

A small teaser ad placed at the front page of the section read, “How many cockroach eggs can you find in this section?” As readers flipped through the pages, they would see cockroach eggs between articles, near the page numbers and even next to banner headings.

At the last page of the section, a 7columns X 40cm ad came out. It read, “Easter wouldn’t be complete without an egg hunt.” The agency’s media execution readily presents unlimited value to its client. Bayer Philippines, the advertiser, paid only for the cost of the main ad (7 columns X 40 cm). And all the incremental space taken by the cockroach eggs throughout the section and the teaser ad was free.As part of the Baygon cockroach Killer Program, Baygon continues to dominate the Philippine insecticide category at 72%.

The successful negotiation with the media owner makes this the first ad of its kind in the local market. This execution has never been done before in our local market. The media team simply made the work possible by defining the extent of using the medium. Special negotiations were conducted to allow the agency to specially execute the ad, which is not normally allowed for local broadsheets. Excellent negotiation skills and good professional relationships forged by the media department with the media owners made it possible. The concept is both unique and original. It is the first of its kind to be executed in the country, which combines both the effect and purpose of the medium and the concept and the cultural value of the occasion (Easter). The ad was created to relate the product’s purpose (its cockroach egg-controlling action) with the holiday tradition of Easter egg-hunting.

Positioning it in a supplement for home improvement also makes the ad more relevant, allowing the product’s market to gain a better picture of what the product is actually made for.

The ad makes creative use of its medium and presents the product’s purpose combined with impact, relevance and humor.

This execution has never been done before in our local market. The media team simply made the work possible by defining the extent of using the medium. Special negotiations were conducted to allow the agency to specially execute the ad, which is not normally allowed for local broadsheets. Excellent negotiation skills and good professional relationships forged by the media department with the media owners made it possible.