Baygon: Kill the Bugs, Calm the Mind
THE CREATIVE STRATEGY
Baygon …. Wanted to become a leader in pest protection in LATAM and APAC markets with fast-acting insecticide technology.
Problem is… People have concerns about the safety of insecticides leading them to opt for lighter, less powerful solutions.
However… For young adults living busy lives, bugs are a threat not only to their home, but also their peace of mind.
We need to…. Show how you can optimize your relaxation time at home with Baygon’s fast acting technology.
So that…. Young adults will ditch wimpy solutions for protection that fits their daily lifestyle needs.
Helping to…. Drive sales of Baygon in LATAM and APAC
THE CREATIVE IDEA
Kill the Bugs, Calm the Mind
We tapped into the emotional reactions of fear and blood thirst that people often experience when they find a bug in the home and positioned Baygon as the fastest way to calm your mind in these moments. The campaign came to life through a series TV and social video content filled with slapstick humor and exaggerated experiences reflective of the peace of mind lost when you find a bug in your space.