Idea

Mold is a serious issue, but traditional marketing often presents it in a dry, fear-based manner. We wanted to take a completely different approach—turning the fear of mold into an engaging, humorous, and memorable campaign. By using lighthearted storytelling, we made the problem relatable while positioning MEGAgrün Avira EKF as the ultimate solution. The campaign targeted both professional painters and private homeowners, ensuring broad appeal across different audience segments.

Implementation

To bring this idea to life, we developed a campaign film centered around exaggerated yet realistic fears of mold, making the audience laugh while educating them about the product’s benefits. Social media played a key role, with short-form video ads optimized for Instagram and Facebook, as well as influencer partnerships with home renovation and DIY experts. The campaign extended to a dedicated landing page, where visitors could learn more about the product and purchase it directly. We also utilized targeted search engine advertising to capture users actively searching for mold prevention solutions.

Impact

By transforming a traditionally dull topic into something entertaining, the campaign successfully captured attention across multiple demographics. Engagement rates on social media soared as users actively shared and commented on the humorous content. Influencer partnerships helped introduce the product to new audiences, generating conversations around mold prevention in an unexpected way. The campaign also reinforced MEGA’s reputation as a forward-thinking brand willing to take risks in its marketing approach.