SC Johnson OFF! mosquito repellent - direct mail case study

Mosquitoes are a perennial pest for holidaymakers, and many travellers get caught out. SC Johnson, makers of OFF! mosquito repellent, wanted to highlight the presence of the irritating critters in certain tourist destinations and encourage consumers to buy its product.

So DraftFCB Mexico City created a postcard with an electronic chip which recreated the maddening buzzing sound that mozzies make.

The agency gave the card to valet parkers working in local restaurants who, in turn, placed the card under the drivers' seats. When the owners returned to their car, they heard the high-pitched whine, found the postcard and saw the promotion for OFF!

Sales of the product increased 180% on the previous year, and it sold out in many places while the campaign was active. The sensory postcard also generated word of mouth and became a viral sensation.