ATLANTA – Orkin is launching a new national brand campaign spotlighting the one and only Orkin Man and his scientific prowess. Titled “Pest Control Down to a Science,” the new multimedia campaign takes the brand in a fresh strategic direction and includes national television spots created by Dallas independent The Richards Group. Inspired by real Orkin Men and Orkin Women, the campaign portrays the everyday situations in which Orkin professionals find themselves and the science-based knowledge and tools they use to resolve each unique pest situation. In addition to TV, network and streaming radio, online display ads, and a campaign microsite, the new brand direction encompasses a digital and mobile website refresh.
“Our founder, Otto Orkin, would go to great lengths – including staying up all night – to observe the behavior of rats at his customers’ businesses,” said Kevin Smith, chief marketing officer for Orkin. “After watching the rats, he would come up with a plan to control them. Today, Orkin is returning to our heritage and highlighting the scientific approach to pest control that Otto established more than 100 years ago.”
New national TV spots showcase The Orkin Man doing what he does best: eliminating the threat of pests. In “Crawlspace,” The Orkin Man inspects the structure of a home using a moisture meter to identify damp areas, which are ideal conditions for termites. “Secret Passageways” depicts an Orkin Man who uses his entomological knowledge to find the favorite hiding spots of roaches and then treat their exact location with precision. In “Autobahn,” The Orkin Man showcases his ant intelligence by finding a colony’s treetop freeway into a customer’s home. Each television spot closes with the tagline, “Pest Control Down to a Science.”
“With this new campaign and brand direction, our goal was to portray The Orkin Man as the knowledgeable professional that he is – he knows his science and thinks like a pest,” said Pete Lempert, principal at The Richards Group. “When we showed the new TV ads to actual Orkin pest control technicians, they reacted with excitement and gratitude that we’ve depicted the real-life scenarios they find themselves in and deal with daily.”
As part of Orkin’s new campaign, The Richards Group collaborated with Atlanta-based THINK Interactive, Inc., to expand Orkin’s digital presence. In addition to refreshing Orkin’s website and mobile site, THINK Interactive developed a new campaign microsite, OrkinMan.com. The microsite educates users on the science behind pest control and details Orkin’s approach based on each individual pest, home and customer.
“OrkinMan.com will further bring The Orkin Man’s expertise to life,” said Will duPont, president of THINK Interactive. “This is a dynamic platform for customers and potential customers to interact with the brand.”
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