Isadora NardyAlvaro FigueiredoClaudia Dias Enhance the product´s (Raid Mata Moscas e Mosquitos) efficiency image. In this action we prioritized the city of São Paulo since both the brand and the product category have a large market share. We displayed the panel on a tall building wall located in an area with intense traffic on a highway that leads to the coast where the mosquitoes areabundant.The action was carried out during the summer when the mosquitoes are more abundant. Studying target behaviour, the media team identified the opportunity to employ a highlyefficient outdoor medium. Then the Creative Department developed a giant panel to bedisplayed on a building wall measuring 30 meters in height, catching the eye of pedestriansand drivers passing by. In this unique stunt, mosquitoes dropped dead from a 30 meterheight after being sprayed by a giant yellow can of Raid. Then the media team was incharge of locating an adequate site to display the panel. Demonstrating in a unique and impacting way the “contribution” to the solution of aproblem that was afflicting the population. Because of the Dengue Fever epidemicoccurring in several Brazilian states, illness transmitted by the Aedis Aegypti mosquito, wewere capable of showing the product´s efficiency fighting off the disease.

Studying target behaviour, the media team identified the opportunity to employ a highlyefficient outdoor medium. Then the Creative Department developed a giant panel to bedisplayed on a building wall measuring 30 meters in height, catching the eye of pedestriansand drivers passing by. In this unique stunt, mosquitoes dropped dead from a 30 meterheight after being sprayed by a giant yellow can of Raid. Then the media team was incharge of locating an adequate site to display the panel.