Our creative strategic solution was based on the media idea that in Israel commercials stop being broadcast just after midnight. We decided to target our mosquito victims by taking total ownership of the last commercial of the night for a 2 week period both on nationwide TV and major radio stations.

Execution: Instead of presenting the product, the commercial began by announcing that it was the very last commercial of the night because there's no one left to advertise to; it continued by suggesting to those still awake that it would probably be a good idea to try and go to sleep.By running the campaign on both TV and radio we increased the chances of reaching our desired target audience irrespective of their late night media behaviour - those lying awake with their radios on or those sitting in front of their TV sets.

We got to the very people who needed Raid most, earning Raid a great return on investment. The campaign met our client's objectives in terms of market share and transformed one of the least attractive ad spots into a highly relevant, timely and impactful advertising opportunity for our brand's audience.