Submitted by: Tasneem Mahbub 21/06/2017
In the United Arab Emirates, business cards slipped under apartment doors are a common feature of daily life. So, unfortunately, are cockroaches. So when pest control company Boecker Public Health wanted a low-cost, innovative way to push their way through a crowded market to get the attention of their potential customers.
JWT Dubai created a door drop solution that combined the two. What they came up with was a unique business card, one that folded out into a small replica of a kitchen that would not only tell the customer that they had a cockroach problem but give them the number to call to remove them. If they left the piece of card in their kitchen overnight, any cockroaches would be attracted to the card by its edible ink, which they would eat to reveal a hotline number for the customer to call. And it worked: by targeting and distributing cards in towers known to be pest hotspots!
This unique piece of door drop achieved a response rate of 11%, which was 9% higher than standard business cards in the market.