Creating Consumer Interest in Termite Threat for BASF Pest Control

How do you create consumer excitement and urgency about a chemical that prevents termites and carpenter ants? For BASF Pest Control Solutions, the answer from Padilla Speer Beardsley was to create a consumer campaign unlike any the pest control industry has ever seen.

The innovative campaign included a series of compelling news stories such as a survey revealing homeowners worst fears and a national contest to identify America's most termite-threatened house.

The campaign, entertainingly dubbed "Save-a-Stud," surpassed all media relations objectives. Since it launched in March 2009, more than 6,000 related news stories have been published by major print, broadcast and online media, including a front-page showing on USA Today. Together, these media hits delivered nearly 400 million impressions. More than 85 percent of stories mentioned the saveastud.com Web site and more than half of the stories also mentioned the BASF product Termidor by name.

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