Doom Super has always been South Africa’s No. 1 insecticide, but recently international brands had begun to gain market share. They needed to remind their audience, on a modest budget, that Doom Super was still the most effective insecticide.

To demonstrate Doom Super’s legendary insect killing power we took the most basic method of killing a bug, a stomp of a shoe, and multiplied it by the killing power of Doom. We constructed a 22 meter high can of Doom Super made entirely out of real shoes, Each shoe made up the individual pixels of the classic Doom Super artwork. If one shoe is deadly, imagine how deadly thousands of them are.

Our social media following skyrocketed by 600% and a challenge was set to our consumers; guess the exact number of shoes on the billboard. The public responded immediately with more than 9000 online entries by the end of the promotion.

Every South African will tell you that when confronted by an insect, the first reaction is always to arm yourself with a shoe. By literally demonstrating that Doom Super is more powerful than thousands of shoes put together, we were able to position Doom as South Africa’s most powerful insecticide.

Our goal was to connect with our consumers and reignite brand awareness. So we set our consumers a challenge; guess the exact number of shoes on the billboard. Cash prizes were up for grabs with promos running on influential radio stations nationwide. The public responded immediately with more than 9000 online entries in the first week alone while our social media following skyrocketed by 600% by the end of the promotion.