Skip to main content
dentsu Logo

Global (English)

Dentsu Group ( English | 日本語 )

Language Menu

  • Africa (English)
  • Asia Pacific (English)
  • Australia (English)
  • Austria (Deutsch)
  • Benelux (Nederland | English )
  • Brazil (English | Portuguese )
  • Canada (Français | English )
  • China (中文 | English )
  • Denmark (Dansk)
  • Finland (Suomi)
  • France (Français)
  • Germany (Deutsch)
  • Greece (English)
  • Hungary (Hungarian | English )
  • India (English)
  • Indonesia (English)
  • Ireland (English)
  • Israel (English)
  • Italy (Italiano)
  • Japan (English | 日本語 )
  • MENA (English)
  • New Zealand (English)
  • Norway (Norsk)
  • Poland (Polski)
  • Southeast Europe (English)
  • Spain (Spanish)
  • Switzerland (English)
  • Sweden (English)
  • Taiwan (中文 | English )
  • Turkey (English)
  • UK (English)
  • USA (English)

Main Menu

  • Home
  • Who we are
    • dentsu Indonesia
    • Our agencies
    • Sustainability
    • Our leadership
  • Our work
  • Insights
    • Our latest thinking
    • Our blog
  • Solutions
  • News
  • Careers
  • Contact Us

Rentokil "The Horroroach"

DENTSU CREATIVE logo

0

since the campaign launch

0

trending topic on X

0

total audio listeners

0

total impressions

Background

In Indonesia, a widespread fear of cockroaches, known as Katsaridaphobia, exists alongside rich cultural folklore. This setting forms the backdrop for the "The Horroroach" campaign, leveraging these deep-rooted fears and traditions. 

Indonesians commonly resort to ineffective cockroach sprays. Rentokil, a leader in pest control, faces a challenge: its home service offerings are relatively unknown. This presents an opportunity to enhance Rentokil's visibility in the home pest control market. 

"The Horroroach" campaign aims to boost awareness of Rentokil as an effective home pest control service. By fusing the fear of cockroaches with culturally relevant auditory storytelling, the campaign seeks to transform public perception, positioning Rentokil not just as a pest control solution, but as a brand that understands and resonates with Indonesian cultural nuances. 

Execution

"The Horroroach" intricately weaves Indonesia's traditional horror with the everyday presence of cockroaches. The campaign transforms cultural lullabies and rituals into a spine-chilling auditory experience by integrating the real sounds of cockroaches. This evocative soundscape, aired in homes, immerses listeners in an environment where cultural familiarity meets unsettling fear. The juxtaposition of soothing, traditional melodies with the eerie rustling of cockroaches redefines the perception of these common pests, elevating them to symbols of dread deeply rooted in the Indonesian cultural context. 

Results

"The Horroroach" reshaped perceptions of cockroaches in Indonesia, turning them from common pests into symbols of fear, deeply influencing public attitudes. 

The campaign reached a wide audience, cutting across various demographics. It leveraged popular cultural elements, ensuring that the message resonated with a broad spectrum of the Indonesian population. 

High engagement resulted from the unique mix of auditory innovation and cultural content, encouraging listeners to share their experiences and sparking conversations both online and offline. 

Notable behavioral shifts occurred in pest control, with increased demand for professional services, particularly for Rentokil, indicating a change in public response. 

Rentokil’s image was transformed, now seen as a culturally insightful and innovative brand, beyond just pest control. 

Successfully meeting its goals, the campaign significantly boosted Rentokil's brand awareness and altered public behaviors and perceptions towards pest control, demonstrated by the rise in brand recognition and customer queries. 

Awards

  • Bronze Winner at Spikes Asia 2024, Radio & Audio Category 
  • Silver Winner at Citra Pariwara 2023, Best Use of Audio 
  • Bronze Winner at Citra Pariwara 2023, Sound Design 
  • Silver Winner at Citra Pariwara 2023, Casting Performance 
  • Silver Winner at Citra Pariwara 2023, Script Writing 

Media: Ada Cinta Ada Kitkat - Valentine's Day

Valentine’s Day is crucial for KitKat, accounting for 21% of its total business and consistently outperforming other festive seasons in Indonesia. KitKat sees Valentine’s Day as an opportunity t...

Read more

Media: Clicks for the Climate

Dentsu's net-zero ambition isn't just a hashtag, but a genuine effort to make the environment sustainable and livable for the future generations. Nestlé, one of the world’s largest CPG companies...

Read more

Media: AI Driven Optimisation for Nestlé Indonesia

Nestlé Indonesia achieves a 13% CPM boost with Dentsu Marketing Cloud in an auction-based campaign through dentsu’s AI-powered optimisation tool, outperforming traditional Reach and Frequency ca...

Read more

Creative: Rentokil "The Horroroach"

"The Horroroach" campaign aims to boost awareness of Rentokil as an effective home pest control service. By fusing the fear of cockroaches with culturally relevant auditory storytelling, the cam...

Read more

Policies

  • Privacy policy
  • Terms and Conditions
  • Cookies
  • Our Policies

Contact

Sitemap

Connect

  • Visit us on Instagram
  • Visit us on Facebook
  • Visit us on LinkedIn
  • Visit us on Twitter
  • Visit us on YouTube

Notwithstanding any actions or statements by the Dentsu Group globally or outside the U.S., it will continue to abide by all applicable laws and regulations in the U.S.

Any statements or actions that purport to relate to the Dentsu Group and are inconsistent with U.S. law or guidance should be interpreted as, and deemed, not applicable to the U.S.