In order to emphasize the effectiveness of Doom Super bug spray, ad agency TBWAHUNTLASCARIS released the 'Doom Wall of Shoes.' An enormous billboard made up of thousands of shoes in the shape of a Doom can was setup. Since South Africans usually kill bugs by stomping on them, TBWAHUNTLASCARIS decided to use shoes to show how powerful Doom is. The billboard implies that Doom has the power of 22 meters worth of shoes.
In addition to creating an innovative billboard, the ad agency also added an interactive component to the campaign. Consumers could guess how many shoes were used to make the Doom Wall of Shoes. Over 9,000 entries were made, which resulted in a 600 percent increase in Doom's social media presence