Masa Pest Control is on a mission to educate people on the importance of maintaining a rodent-free environment, and the tool for this is to have the proffesionals do it. The brief was to broaden Masa's customer base and promote their services among foreigners and Arab expatriates living in residential compounds. The concept of sharing space with strangers, more specifically rodents is not appealing at all. To dramatize the fact that rodents live parallel lives to humans, they sent miniature magazines "Hole Décor" and "Rat's Health" adressed to the rats sharing the houses of the audience they want to reach. Inside the magazine a tiny card stated the following: Rats can take over your house before you even know it. Call Masa Pest Control. The idea generated a responce over 20% more calls in the first 2 weeks. Moreover, people were amazed by the idea to the extent that they requested more copies of the mailer for their friends.
Agency: TBWA\RAAD, Saudi Arabia.