Mortein’s Louie The Fly is Australia’s most wanted in new interactive campaign
Reckitt has unveiled its new Mortein campaign, ‘Louie The Flyhunt’, inviting Aussies to participate in a unique experience using new technology, via Havas Host and Havas Red.
The campaign features Mortein’s iconic Louie The Fly character, who is a target in a “thrilling” fly hunt. Aussies are encouraged to use an interactive app, developed by Havas Host, to scan flies when they have been killed, with the chance to win $10,000 if Louie is successfully killed.
Wanted posters have been distributed across Australia, created by a specialist FBI sketch artist.
A news-style ticket tape featuring Louie’s mugshot will be integrated into Reckitt’s other brand VOD ads, with social videos also utilised.
The campaign will also use influencer-led activity to invite Aussies to get involved, with content creator Luke Falzon appointed chief fly hunter. Falzon, a renowned outback expert and seasoned fisherman, will create content on how to catch Louie, putting Mortein at the centre of the story.
“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,” said Justin Ruben, ECD at Havas Host.
“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, added: “Innovation has always been part of Mortein’s DNA, and the ‘Louie The Flyhunt’ campaign is another testament to our commitment to pushing boundaries.
“When Havas Host approached us with this culturally impactful idea, we saw a great opportunity to leverage a distinctive brand asset to engage our audiences in what is typically a low engagement category,” she continued.
“Placing our beloved Louie the Fly at the heart of the campaign makes him more relevant than ever, even to younger audiences.”
The campaign is running across radio, social, VOD and OOH.
Credits:
Mortein Australia:
Montoro, Sudhyvanne: CX manager
Florence Paoli: Marketing director
Ilaria Lucheschi: Category marketing manager
Creative agency: Havas Host
PR agency: Havas Red
Media agency: Zenith\
Got a tip?
Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
Linkedin
Have your say