Challenge

Summer time in NYC is the best season, but it’s also mice season. All anti-rodent brands talk at the same time using traditional media. So how can d-CON generate buzz about being the #1 selling mice killer?

Solution

We decided to create miniature missing posters of mice and place them all over the city at mouse level. 

Results

With an investment under 100k we generated media impressions worth of an investment of over 2 million dollars. #Missingmice became trending topic in NYC for 2 weeks in row.