There are a myriad of insecticide brands available in the market. To differentiate Mortein Pro from other brands, it was necessary a campaign engaging enough to increase brand awareness with a positive attitude towards Mortein Pro and its associated products.

To convey the idea that "cockroaches can hide where you can't imagine, that's why you need Mortein", we decided to make an interactive Hidden Ad that, literally, hides cockroaches pictures in the magazine's fore edge, alongside with the message.

The biggest challenge was to find a magazine that would accept a 0,5 mm intervention in all of its pages. Fortunately, P+E Magazine, a new title with both plans to become relevant in Sao Paulo's art scene and fit to our target of prosumers, was up to the challenge. We launched the Hidden Ad in the first issue of P+E Magazine, which is schedule to be quarterly.

This branding campaign targeted a selected mailing list of prosumers who lives in São Paulo, Brazil's largest city: opinion leaders in household care. People who could spread the message and help increase brand awareness with a positive attitude towards Mortein Pro.

After the campaign we sent a questionnaire to the target and found out that: 78.8% of respondents showed the Hidden Ad to another 3 or more people; 83.4% of respondents believe that the insight "cockroaches hide where you can't imagine" is true; 62.3% of respondents said they have a more positive attitude towards the brand after interacting with the Hidden Ad; 10.9% of respondents would recommend Mortein Pro to relatives and close friends; 23,7% of respondents stated that they were more likely to choose Mortein Pro on their next supermarket shopping.