Mortein, the popular Australian household pest control spray, came to Red Agency with a challenge – to sustain awareness for the brand during the 2011-12 pest season.


The Kill or Save Louie the Fly campaign was born. As part of the campaign Mortein asked Red to develop a Facebook strategy that would increase awareness and drive people to ‘like’ Louie the Fly.


Working with Red’s sister advertising agency, Euro RSCG, the team developed a brand loyalty campaign using Mortein’s mascot of over 54 years, Louie The Fly. The Mortein range of products is now so innovative and high tech we posed a question to the Australian public – does Louie still represent the brand?  We let Australians decide whether or not Mortein should kill off its brand ambassador from their advertising campaigns for good.

Fans were encouraged to vote to save or kill Louie via his Facebook page. On Facebook, Louie came to life by providing regular updates to his community on how he is trying to convince Mortein execs to keep him on. Louie later headed off on a three-month roadshow around the country over the 2011-12 summer to drum up support. The photography and video content from this tour further fuelled the Facebook activity.


• After just four months, the Louie the Fly Facebook page had over 210,000 fans, 5000+ comments, 30,000+ likes, 2,000+ shares.

• In October 2011 we received 17.8 interactions per thousand fans (the All Blacks in their World Cup winning month received just 4.4!). The page at its height was receiving more than 1,000 new fans each day.

• The campaign won the internal marketing award for being Reckitt Benckiser’s most effective campaign of 2011-12.

 “Fantastic response to this campaign, amazing media pick-up and an overwhelming response on Facebook. It has blown our expectations.” – Katja Thiess, Category Manager, Pest Control, Reckitt Benckiser