In a novel twist on pest control, Havas Host and Reckitt, in collaboration with Havas Red, have launched a campaign for Mortein, transforming its iconic Louie the Fly into flying advertisements.

The campaign, aptly named 'Louie The Flyhunt', invites Australians to engage in a experiencen that merges traditional manhunt themes with advanced technology.

The campaign is timed to coincide with the start of Australia's fly season and features the infamous Australian icon, Louie the Fly, as the quarry in an exciting fly hunt. Havas Host has developed an interactive app to facilitate the 'Louie The Flyhunt' experience. Participants are guided to scan flies they have exterminated, and if Louie is successfully eliminated, a hefty reward of $10,000 awaits the accomplished fly hunter.

The campaign also incorporates Reckitt's broader media. A news-style ticker tape showcasing Louie the Fly's mugshot will be integrated into other Reckitt brand VOD ads, aiming to increase reach and engagement.

Influencer-led activity is another key component of the campaign, with the appointment of Chief Fly Hunter, Luke Falzon. A social media sensation, renowned outback expert and seasoned fisherman, Falzon adds a touch of celebrity to the fly hunt.

Justin Ruben, Executive Creative Director at Havas Host, described the campaign as 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," he said.

Reckitt Category Marketing Manager, Ilaria Lucheschi, said innovation has always been part of Mortein’s DNA.

"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.'

The campaign will run for three weeks from 4 December 2023 across Radio, Social, VOD and OOH. Mortein, a household brand dating back to the 1870s, continues to innovate in the pest control sector, turning pests into prizes in this latest campaign.