# Glowing Cockroach Billboards Special Ink Reacts to Lights to Show Invisible Cockroaches By Katie Cordrey | Published 2010-06-13 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/glowing-cockroach-billboards References: [scaryideas](http://www.scaryideas.com/content/12996/) & [adsoftheworld](http://adsoftheworld.com/node/43954) New Zealand's pest control company [Rentokil](https://www.trendhunter.com/trends/rentokil-initial-plc) used special ink on its billboard that reacts to the headlights from passing cars at night to show that there's always more than one cockroach. The glowing cockroach billboards show one cockroach printed in black, but additional cockroaches are printed in reflective ink not visible during the day glow-in-the-dark when lit. The unique glowing cockroach billboards are no doubt a creepy surprise to New Zealand's unsuspecting nighttime drivers. **Implications** - These special reflective inks light up the street, allowing Repbulik Auckland to show that roaches really are everywhere. The creepy crawlers are known for their stealthy nature, and creative director Andrew Sims uses this campaign to showcase this new wave of pest control. ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 32% | Activity: 60% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Billboards](https://www.trendhunter.com/billboards) ## Key Themes ### Why This Trend Is Growing - **Reflective Ink Billboards:** Companies can use special reflective ink on billboards to create attention-grabbing ads that are only visible at night. - **Pest Control Advertising:** Pest control companies can use creative advertising techniques like Rentokil's glowing cockroach billboards to stand out and showcase their services. - **Stealthy Pest Control:** Pest control companies can utilize stealthy tactics and technology to effectively eradicate pests without disrupting the daily routines of their clients. ### Industries Being Reshaped - **Advertising:** Advertising companies can use special effects and materials like reflective ink to create unique and attention-grabbing ads for their clients. - **Pest Control:** Pest control companies can utilize creative and innovative techniques like reflective ink and stealthy technology to effectively eliminate pests in a non-invasive manner. - **Printing:** Printing companies can incorporate special inks like reflective ink into their services to cater to clients who are looking for unique and creative advertising solutions. ## Related on Trend Hunter - [World-Class Billboard Ads](https://www.trendhunter.com/trends/corona-sun-activated-billboard.md) - [Cooling Rooftop Ads](https://www.trendhunter.com/trends/coors-light-chillboards.md) - [Glow-in-the-Dark Prescription Bottles](https://www.trendhunter.com/trends/glowing-relief.md) - [Night QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-night-posters.md) - [Edible Insect Lollipops](https://www.trendhunter.com/trends/pest-infested-pops.md) - [Phosphorescent Energy Drink Cans](https://www.trendhunter.com/trends/dynamit.md) - [After-Dark Pizza Ads](https://www.trendhunter.com/trends/market-street-halloween-pizza.md) - [Flame-Grilled Billboards](https://www.trendhunter.com/trends/flame-grilled-billboard.md) - [Spooky Street Ad Experiences](https://www.trendhunter.com/trends/fanta-halloween-projection.md)