In Indonesia, katsaridaphobia, the fear of cockroaches, is widespread and deeply embedded in the cultural psyche. This fear is intertwined with the country's rich folklore, creating a unique backdrop for the "The Horroroach" campaign. Rentokil, a leader in pest control, faced a significant challenge: despite its reputation in pest control, its home service offerings were relatively unknown. This gap in brand recognition provided a fertile ground for an innovative campaign to elevate Rentokil's visibility in the home pest control market.
The Horroroach Campaign
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
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Increase in Calls since Campaign Launch
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#KecoaHoror became the number 1 trending topic on X
The Challenge
Indonesians commonly use ineffective cockroach sprays, leading to persistent pest problems. Rentokil needed to break through this ineffective tradition and establish itself as the go-to solution for home pest control. The primary objective was to boost awareness of Rentokil's home services and change public perception by leveraging the deep-seated fear of cockroaches and the rich cultural traditions of Indonesia.
Solution
To address this challenge, Rentokil launched "The Horroroach" campaign, a strategic initiative that fused the fear of cockroaches with culturally relevant auditory storytelling. The campaign aimed to position Rentokil not just as a pest control service, but as a brand deeply connected with Indonesian cultural nuances.
Execution
"The Horroroach" campaign ingeniously blended traditional Indonesian horror elements with the everyday dread of cockroaches. The campaign's execution involved transforming cultural lullabies and rituals into spine-chilling auditory experiences, incorporating real sounds of cockroaches to heighten the fear factor.
- Cultural Integration: By leveraging traditional melodies and rituals, the campaign created an evocative soundscape that resonated deeply with the Indonesian audience. The soothing tunes of cultural lullabies were juxtaposed with the unsettling rustling sounds of cockroaches, creating a powerful and eerie auditory experience.
- Audio Broadcasting: The chilling soundscape was aired in homes across Indonesia, immersing listeners in a familiar yet fear-inducing environment. This innovative use of auditory storytelling effectively redefined the perception of cockroaches, transforming them from mere pests into symbols of deep-seated dread within the cultural context.
- Social Media Engagement: The campaign extended its reach through social media platforms, encouraging people to share their experiences with the hashtag #KecoaHoror. This online engagement further amplified the campaign’s impact, making it a trending topic and sparking widespread conversations about Rentokil and pest control.
Results
"The Horroroach" campaign achieved remarkable success in reshaping public perceptions of cockroaches and significantly boosting Rentokil's brand visibility.
- Increased Callers: Since the campaign launch, Rentokil experienced a threefold increase in customer inquiries and service bookings, indicating a substantial shift in public behavior towards professional pest control services.
- Trending Topic: The campaign became a cultural phenomenon, with #KecoaHoror becoming the number one trending topic on X, demonstrating the high level of public engagement and interest.
- Broad Reach: The campaign reached a wide audience, achieving over 2.6 million total audio listeners and generating 8 million total impressions. This extensive reach ensured that the message resonated across various demographics within Indonesia.
- Behavioral Shifts: The unique blend of auditory innovation and cultural content led to notable behavioral changes. There was a significant increase in demand for professional pest control services, particularly for Rentokil, indicating a successful shift in public response towards more effective pest management solutions.
- Brand Transformation: Rentokil's image underwent a significant transformation. The brand was now perceived as culturally insightful and innovative, moving beyond its traditional role as a pest control provider to a brand that deeply understands and resonates with Indonesian culture.
- Media Coverage: The campaign garnered extensive media coverage, further amplifying its impact and reinforcing Rentokil's position as a leader in the pest control industry.
Innovating to Impact
"The Horroroach" campaign successfully addressed Rentokil's challenge of low brand awareness in the home pest control market by leveraging Indonesia's cultural fear of cockroaches and integrating it with innovative auditory storytelling. This strategic approach not only boosted Rentokil's brand visibility but also transformed public perceptions and behaviors towards pest control.
By intertwining cultural elements with modern marketing techniques, Rentokil positioned itself as a brand that is both effective in its services and deeply connected with the cultural fabric of its target market. The campaign's success is evident in the significant increase in customer inquiries, the extensive reach and engagement on social media, and the transformation of Rentokil's brand image.
This case study exemplifies how innovative marketing strategies that deeply resonate with cultural nuances can drive substantial business outcomes. "The Horroroach" campaign highlights the importance of understanding and leveraging cultural fears and traditions to create powerful and impactful marketing initiatives. By doing so, Rentokil not only increased its market presence but also set a new benchmark for culturally sensitive and innovative marketing in the pest control industry.
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