MIDDLETON PEST CONTROL

CHALLENGE

Increase brand awareness in a market over-saturated with competitors all appearing to sell the same product.

STRATEGY

Demonstrate to viewers that pest control makes a difference, but hiring the wrong pest control company can have devastating effects.

SOLUTION

Through humorous vignettes, the commercials showcased the destructiveness of pests and the consequences of bad pest control service. They were deliberately aired at times when the whole family would be watching, including during the Super Bowl. The result: extreme discomfort at the thought of infestation, and a tidal wave of new customers. The campaign only needed to run for 5 of its projected 12 months in order to raise sales over 50% for the year