The key objective was to demonstrate the efficacy of Doom Fogger, and from this we developed the following insight - Doom Fogger prevents insects from making your home, their home.

Using cracks in outdoor walls, we created five different scenes, showing cockroaches in human-styled environments getting on with their lives. This was achieved by creating miniature furniture and using actual cockroaches to depict real-life scenarios inside the cracks. Our message of ‘Gets to where they live’ directed you to the installations, and reinforced the products efficacy insight.

More than 50 000 pedestrians and motorists were exposed to the outdoor communication and it created a buzz on social media channels, receiving thousands of tweets and blog postings. Although it was primarily an awareness campaign, there was a considerable increase in sales.