On radio we had two media fronts: 'inside' the actual program in the form of branded content, and 'outside' it through radio spots in a unique format.

During the commercial breaks, dying cockroaches tweeted their last thoughts, in philosophical and comical tone.The hosts directed listeners to follow the dying cockroaches on Twitter
and invited them to call in and share special cockroach stories.We selected radio as an ideal platform for people to share their most personal and taboo stories about cockroach experiences. Using content placed with the co-operation of the audience and by tweets aired during commercial breaks, we created the conditions for stirring up a heated public conversation around killing cockroaches.

The integration of call-in debate inside the program and outside with radio spots locked in our audience resulting in a flood of morning callers wanting to join the discussion.

The campaign generated a very high earned media value, with listeners' calls forcing the show's hosts to continue the cockroach conversation for an average of 15 minutes per program, a total of 75 minutes during the whole week – massively outweighing the paid for media budget.With a maintenance budget around 80% less than a typical Raid campaign, our client recorded an unprecedented level of buzz, retail activity and sales force approval.