Credit: Orkin
ATLANTA - What sometimes can unfortunately be found behind walls – termite-damaged wood – is front and center on walls in Orkin’s new “Chewed Art” ad campaign.
Orkin and its creative partner, agency DDB, took termite-damage wood images and turned them into glossy photos on display at an art gallery.
In one 30-second commercial, art gallery visitors are shown admiring the framed photos with a narrator explaining that the artwork was “exquisitely crafted from gnawed wood and detritus, valued at tens of thousands of dollars…in termite damage.”
Cam Glover, vice president of marketing at Orkin, told PCT the “Chewed Art” campaign’s goal was to create a fun, creative way to educate homeowners about the importance of termite protection.
“We wanted to specifically reach first-time homeowners, or people moving into a new house, who often prioritize cosmetic improvements when they move in, such as repainting walls or hanging artwork,” Glover said. “We started looking at how termite damage looks and found that there were some unique patterns and designs. So, it sparked the idea of using it as art that someone might hang, but with an educational message attached.”
From a purely visual perspective, termite-chewed wood is striking, “and then that the juxtaposition that these unique beautiful patterns cause such serious damage is what I think makes the campaign so interesting,” Glover said.
“Chewed Art” is different from typical Orkin termite ad campaigns in which the Orkin professional is the focal point. “We just thought it was so unique that it would be breakthrough. It would be attention grabbing, or as a lot of people on social call it: thumbstopping,” Glover said.
Early results of the campaign have been positive, Glover said, noting that Orkin has been measuring traffic to all its social media platforms and “we already seeing performance on par with some of our better performing campaigns. It's been driving traffic to the website at a competitive cost for landing page view.”
To extend the campaign’s reach, Orkin is offering a free print of the termite art shared in the campaign to the first 500 customers who sign up and receive a free termite inspection from Orkin by March 31. Also, this campaign was launched on the heels of us releasing Orkin releasing its annual Top 50 Termite Cities list and Glover thinks the campaign will really resonate with residents in those markets.
Orkin and its creative partner, agency DDB, took termite-damage wood images and turned them into glossy photos on display at an art gallery.
In one 30-second commercial, art gallery visitors are shown admiring the framed photos with a narrator explaining that the artwork was “exquisitely crafted from gnawed wood and detritus, valued at tens of thousands of dollars…in termite damage.”
Cam Glover, vice president of marketing at Orkin, told PCT the “Chewed Art” campaign’s goal was to create a fun, creative way to educate homeowners about the importance of termite protection.
“We wanted to specifically reach first-time homeowners, or people moving into a new house, who often prioritize cosmetic improvements when they move in, such as repainting walls or hanging artwork,” Glover said. “We started looking at how termite damage looks and found that there were some unique patterns and designs. So, it sparked the idea of using it as art that someone might hang, but with an educational message attached.”
From a purely visual perspective, termite-chewed wood is striking, “and then that the juxtaposition that these unique beautiful patterns cause such serious damage is what I think makes the campaign so interesting,” Glover said.
“Chewed Art” is different from typical Orkin termite ad campaigns in which the Orkin professional is the focal point. “We just thought it was so unique that it would be breakthrough. It would be attention grabbing, or as a lot of people on social call it: thumbstopping,” Glover said.
Early results of the campaign have been positive, Glover said, noting that Orkin has been measuring traffic to all its social media platforms and “we already seeing performance on par with some of our better performing campaigns. It's been driving traffic to the website at a competitive cost for landing page view.”
To extend the campaign’s reach, Orkin is offering a free print of the termite art shared in the campaign to the first 500 customers who sign up and receive a free termite inspection from Orkin by March 31. Also, this campaign was launched on the heels of us releasing Orkin releasing its annual Top 50 Termite Cities list and Glover thinks the campaign will really resonate with residents in those markets.
