Havas Host and Reckitt, in collaboration with Havas Red, have transformed billions of flies into flying ads for Mortein, introducing the “Louie The Flyhunt” campaign. Australians are invited to partake in a unique experience that combines traditional manhunt tropes with technology.
Timed with the start of Australia’s fly season, Mortein’s campaign features Louie the Fly as the target in the fly hunt, with key visuals crafted by a specialist FBI sketch artist. Nationwide distribution of wanted posters featuring Louie, now Australia’s most sought-after fly, sets the stage for the challenge.
Facilitating the experience, Havas Host has developed an interactive app guiding participants to scan the flies they have eliminated. A bounty of $10,000 awaits if Louie is successfully eradicated.
The campaign utilises Reckitt’s wider media. A news-style ticker tape featuring Louie the Fly’s mugshot will be integrated into other Reckitt brand VOD ads. Short 6-second social videos will show an animated Louie playfully goading users with phrases like “you couldn’t find a bread loaf in a bakery.”
In terms of influencer-led activity, notable social media figure, Luke Falzon, has been appointed “chief fly hunter,” creating content on capturing Louie, with Mortein positioned at the forefront of the story.
Justin Ruben, executive creative director at Havas Host, shared his thoughts on the campaign, stating, “The ‘Louie The Flyhunt’ campaign is a fusion of creativity and innovation.
“We’ve turned annoying flies into our own media, by blending traditional elements with modern technology such as putting a ticker tape across existing Reckitt ads, promoting the hunt. This campaign was designed to give Aussies the chance to finally kill Louie for themselves, all they need is a can of Mortein.”
Ilaria Lucheschi, category marketing manager at Reckitt, listed Mortein’s commitment to innovation. Said Lucheschi, “The ‘Louie The Flyhunt’ campaign is another testament to our dedication to pushing boundaries. Placing our beloved Louie the Fly at the heart of the campaign makes him more relevant than ever, even to younger audiences.”