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