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.

1. 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.
2. 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.
3. 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.

1. 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.
2. 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.
3. 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.
4. 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.
5. 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.
6. 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.