An interactive campaign warns about the presence of cockroaches in homes

Appealing to the idea that many of us assume we don't have cockroaches in our homes until we see them running around., the insecticide brand Zaps has developed, in collaboration with the Cheil Worldwide agency, an original interactive advertising campaign at ten bus stops in Seoul (South Korea) that is activated before the eyes of passersby.

Many people think that if they don't encounter an insect at home it means they are free of them.. However, ants, Cockroaches and other bugs hide very well from the human eye.. With the collaboration of the agency Cheil Worldwide, The Korean insecticide brand Zaps has managed to attract the attention of passers-by and create awareness about the need to combat insect pests at home with a curious interactive advertising campaign.

To show people this fact, have installed 10 digital billboards at bus stops in residential areas of Seoul city equipped with eye tracking technology, which through a special camera is capable of following the movements of the cornea and identifying the specific point that the person is observing. When people look directly at the mupi they only see a container with food, but when they look away an army of cockroaches appears.

The idea is to show that insects often escape our vision, and the importance of protecting the home with the product. “People think they are insect-free simply because harmful insects are not easily seen.”. But that's not the truth, The truth about bugs in the house lies deep in the darkness. To alert deceived customers who believe they are cockroach free, “Our goal is to effectively make people aware of the science of Zaps home care.”, they point out from the agency.

“We have installed a screen and an eye-tracking camera so that customers can experience reality. When there are no eyes looking at the screen, cockroaches begin their activity with large strides. But once the camera is marked by a glance, the screen goes blank, with the cockroaches disappearing in an instant. In the same way, Our goal is to alert customers who experience the same situation at home in order to immediately feel the need for the brand., Zaps”, added from Cheil Worldwide.