Even during the high season for mosquitoes, many people forget to buy Baygon, or prefer products like repellents which prevent bites, but don’t eliminate the insects themselves. That’s why they’ve got to kill the mosquitoes as best they can, which winds up leaving bloodstains on the walls.

Here, we identified an opportunity to position Baygon in people’s minds, boost sales, and keep Brazilians protected, turning each mosquito stain on the wall into a little reminder to buy Baygon.

Far beyond sales (which outpaced even our expectations), the objective was to position Baygon as one of people’s first options in the fight against mosquitoes.

Promosquito is an innovative commerce experience that turns smeared, dead mosquitoes on the wall into a discount on Baygon. That way, whenever somebody swats a mosquito on the wall and gets it dirty, they’ll remember to buy Baygon.

How does it work?

1- Go to promosquito.com

2- Scan the mosquito stain on the wall

3- Once the scanner recognizes the stain, the user will be redirected to an unlisted marketplace inside Amazon for a discount.

During mosquito season, most people in Brazil opt to buy repellents and other products that avoid mosquito bites, but don’t avoid – or get rid of – mosquitoes themselves.

The result is that Baygon is left at the back of the shelf when it comes to picking products to combat mosquitoes.

That’s when we realized that we could change that perception and make people think of Baygon when they’re shopping for protection against mosquitoes. And we identified a major opportunity in people’s very own homes: mosquito bloodstains on the walls.

That’s how we transformed the lack of Baygon into an opportunity to purchase Baygon, with the main goal being to convey the product’s benefits and position the brand in consumers’ minds.

We created a web app that allowed people to point their phone’s camera at a mosquito smear on the wall and, once the stain was identified, they’d be redirected to an unlisted marketplace inside Amazon to enjoy a discount on Baygon.

To promote the initiative and the website, Promosquito.com, we created a film for social media and thousands of digital pieces that were boosted by media and placed on Instagram, Facebook, TikTok, and a variety of other channels.

Promosquito was an idea that boosted Baygon sales like never before, and positioned the brand when it came to fighting mosquitoes. The result was an amazing growth in retail sales for the brand over the same period last year.

Not only was 100% of the promotional stock sold out, but this campaign outdid the past one on every single metric.

With Promosquito, we were able to reach around 1577% more unique users than the same period last year and saw a 177% higher click-through rate, to say nothing of how often the pieces were shared, for a total of over 24M impressions – and all with a smaller investment in media.

Beyond the monetary gain, this campaign achieved its main goal of establishing robust brand recognition. Now, whenever people see a mosquito stain on the wall, they’ll remember to buy Baygon.