Wilson, Canada’s leading insect control brand, was looking for an innovative approach to disrupt the category and grow sales. With support from their Omnicom Media Group agency, Touché in Montréal, they built a data ecosystem that would help consumers predict a wide range of insect invasions based on temperature, humidity, geography, and seasonality … along with a little media help from The Weather Network.

Today, Gabrielle Côté and Alexandra Cloutier, both of Touché, tell us about this extraordinary digital initiative that generated limitless message combinations in real time… with record results.