Our client asked us for a non-traditional media effort in restaurants at holiday destinations during the spring holiday season, in order to make consumers aware of the fact that, in those destinations, there are a lot of mosquitoes, so to drive people to buy OFF! Repellent.

We developed a postcard with an electronic sound chip which reproduces the buzzing of a mosquito. Once activated, there’s no way to shut it off, so as to re-create the maddening experience of having a real mosquito buzzing around. Through the valet parking service of restaurants in holiday destinations, we put postcards under the driver’s seats in the cars, right before returning the vehicles to their owners. While driving, people would look for the origin of this exasperating buzzing everywhere inside the car, until they found the piece under the seat, reminding them of the mosquitoes around, urging them to buy OFF!.

Sales increased in 180% VS same period year 2007.The brand won additional and preferential exhibition spaces with the biggest retailers.The product sold out in supermarkets during the activation.The piece generated intense word of mouth and became a viral toy, passing from hand to hand.