UrsaClemenger turns Raid into a bug-killing first-person shooter game

The campaign is centred around a mobile app, Raid: The Game, which turns its players into bug-killing snipers. 

Supported by a 30-second TVC (below) featuring three different householders in a game-styled mission against domestic bugs, the campaign invites Australian audiences to download the app while watching the TVC using Shazaam, or via Facebook and the App Store. 

“Gaming is a fantastic platform to educate the market on the attributes of Raid, and killing bugs in one shot is the perfect product promise to bring to life in a competitive format," said Denis Mamo, executive creative director of UrsaClemenger. "Chasing and killing bugs now may well be life imitating art."

The campaign includes a national television schedule incorporating Shazaam, digital, mobile and street posters. 

This is the first campaign since UrsaClemenger, PHD, and Maxus picked up the global account for SC Johnson's pest control late last year.

Credits TVC

Company SC Johnson Australia
Client Bruce McCarthy – Marketing Director
Jean Lo - Marketing Manager
Agency UrsaClemenger ursaclemenger.com.au
Executive Creative Director Denis Mamo
Art Director Denis Mamo/Helen Shortis
Copywriter Denis Mamo/Geoff Fischer
Agency Producer Chris Ford/Pato Abelenda
Production Company Look & Feel, Buenos Aires Argentina
Director Mariano Enquin
Producer Jorge Solucci
Account Director Lucy Lavery
Strategic Planning Vivian Rowden
Media PHD Anelida Hillard
Melissa Haggerty\Stewart Gurney
Media Buying Maxus

Credits Digital & Print

Executive Digital Producer Scott Chapman
Digital Production Company Avalde
Executive Creative Director Denis Mamo
Digital Design/Art Director Frank Thiruchelvam / Denis Mamo
Copywriter Scott Turner
Snr Account Director Charles Huntington
Production Manager Peter TImms
Studio Manager/Retouching Ian Renton