The media team defined the best location for the innovative use of billboard (one of the busiest area of Milan) and identified the right material and method for technical realization. A normal billboard has been turned into a huge insect trap thanks to transparent glue applied on the surface. The glue has been laid on a portion of the billboard surface in the shape of the jet spray and when flies and mosquitoes got trapped on the glue, day by day, they made the shape visible.

The communication was successful and impactful on the target audience: people were impressed by the “live demonstration” on the billboard that pushed them to buy and try the product. Thanks to the location and the period chosen the communication reached a large number of people. The airing of the campaign is still in progress. After a first check with client, sell-in data for the first quarter of 2013 versus same period of 2012 is +12%