ThermaCELL combined social media and buy-to-win promotion in launch.
Campaign name
The campaign called ‘Beat the Suckers’ was run through social media platforms, as well as a buy-to-win competition.
Facebook likes achieved
An ‘anti-mosquito’ campaign for Swedish client ThermaCELL gained in excess of 1 000 Facebook likes in the first two weeks of its launch in November.
Timing
“Mosquito season comes into full force just as South Africa’s beer, braaivleis and Venter trailer brigade prepare en masse for the summer holidays. With this in mind, we created a targeted campaign appealing to a very specific market,” said MD of advertising agency Leftfield, Jason Cumming.
Participation encouraged
The agency created a simple Facebook app where fans were encouraged to rant and win. “Everyone has a mosquito story to tell, so we provided the platform for people to share their stories, images or videos. In a short space of time, we successfully and effectively managed to reach our core target market.””
Rationale
“Venter trailers are synonymous with outdoor holidays in South Africa. Therefore to drive awareness around the client’s mosquito repellent products, which are new to the South African market and only available at a high-end price, we decided to join hands with a suitable iconic brand through a very simple buy-to-win concept – buy a ThermaCELL and stand to win a Venter trailer.”
