In a groundbreaking marketing move, Havas Host and Reckitt, in collaboration with Havas Red, have launched the “Louie The Flyhunt” campaign. This unique initiative invites Australians to engage in a high-tech manhunt, combining traditional hunting tropes with state-of-the-art technology, set against the backdrop of Australia’s fly season.
The Hunt for Australia’s Most Wanted: Louie the Fly
The campaign centers around the infamous Australian icon, Louie the Fly, now labeled as Australia’s most wanted. Wanted posters featuring a detailed sketch of Louie, created by a specialist FBI artist, have been distributed nationwide, adding to the excitement and challenge of being the first to eliminate Louie the Fly.
Interactive App for a Thrilling Experience
Havas Host has developed an interactive app to enhance the “Louie The Flyhunt” experience. Participants are encouraged to use the app to scan flies they have killed. If they successfully eliminate Louie, they stand to win a substantial bounty of $10,000.
Innovative Media Integration and Influencer Engagement
The campaign cleverly integrates Reckitt’s wider media, featuring a news-style ticker tape with Louie the Fly’s mugshot across other Reckitt brand VOD ads. Additionally, short social videos will feature an animated Louie playfully taunting users, while traditional manhunt tactics are brought to life with fly posters in Sydney.
Social media sensation, outback expert, and seasoned fisherman Luke Falzon has been appointed as the Chief Fly Hunter. Falzon will lead the influencer activity, creating engaging content on catching Louie and putting Mortein at the forefront of this nationwide hunt.
Creative Directors and Marketing Managers Share Their Excitement
Justin Ruben, Executive Creative Director at Havas Host, shared his enthusiasm: “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. 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, also expressed her views: “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. Placing our beloved Louie the Fly at the heart of the campaign makes him more relevant than ever, even to younger audiences.”
Join the Hunt and Win
The campaign, running for three weeks from 04/12/23, will be featured across Radio, Social, VOD, and OOH. Participants can join the hunt and stand a chance to win by visiting Louietheflyhunt.com.
A true Aussie success story, Mortein dates back to the 1870s when J. Hagemann, a German immigrant to Australia, pioneered several pest control solutions. Mortein is now a household brand, available in many locations around the world.
About Havas Host
Havas Host is a creative agency renowned for using a blend of creativity and technology to solve real business problems and helping its client’s to Grow Well. Its breadth of capability, from brand thinking and design to innovation, CX, digital development and beyond enables them to create world-class work across the entire brand experience. Havas Host is one of the most awarded agencies in Australia, winning two ultra-rare D&AD Black Pencils in 2018 alongside the Titanium Grand Prix at the Cannes Lions and the Australian Grand Effie.