Masa Pest Control direct mail case study

No one wants to admit to having rats or mice, but a tiny magazine for the rodents living in your house forms the centrepiece of a clever mailer sent to home-owners from a pest control company. 

Saudi-based MASA Pest Control and its agency TBWA/RAAD Saudi Arabia created miniaturised lifestyle magazines such as ‘Rat’s Health’, with the coverline ‘Are you ready for the mating season?’, and ‘Hole Décor’ with a cover shot of a rodent sitting on a sofa made of straw and chewed-up paper. 

Inside the packs was an insert with the real message: ‘Rats can take over your house before you even know it. Call MASA pest control…’

In the first two weeks of the campaign MASA saw a 20% increase in phone enquiries. Some even demanded extra copies of Rat’s Health and Hole Décor to pass on to their friends.