Pretty Fly Campaign

In Germany, a Pest Turned Into Media Channel

Published on .

For a more in-depth look at this Idea of the Week and other case studies, visit Ad Age and CMDglobal's Inspiration site.

Out of the multitude of ways a brand can spread its message, using insects to do so must rate as one of the oddest. But that is exactly what German publishing house, Eichborn (a company which uses a fly as its emblem) did when it let a load of flies loose at the Frankfurt book fair.

Miniature banners were attached to 200 flies using wax; each had 'The publisher with the fly' printed on it as well as the location of Eichborn's stall printed on it. Initially, flies might seem an odd choice as a marketing medium. They are associated with plagues, have a reputation as germ carriers and spend most of their lives gravitating towards excrement. They're seemingly not the ideal brand advocate, but there's one thing you can say about flies -- they get everywhere.

~ ~ ~ is the world's only creative-media resource. In addition to a searchable archive of the best media campaigns from across the globe, it includes articles and analysis on trends and best practices for media strategists.

In this article:
Most Popular