The youngest profile TV channel was selected: La Sexta. We created an “event” on TV called “The Control Challenge”. Seven Control challenges were developed for seven Control products. TV show leaders dared among each other to see who would perform best each challenge.

Three programmes from La Sexta were selected and the 7 most charismatic TV show leaders chosen to perform the challenge. The action was developed in the programmes turning out as a very strong content creation for the different TV shows. A “feud” was created among the different shows and TV show leaders that became during 7 weeks the TV channel’s most interesting content.

45 seconds per challenge had initially been bought and it turned out that the broadcast was extended to an average of 6 minutes each at no extra cost.

+700% extra free seconds broadcasted in the program.The challenges were spontaneously uploaded on YouTube achieving more than 229,000 downloads/views.Natural entries generated on Google: more than 359,000Control achieves a higher recall (+6%) among the young target after developing the action compared to Durex.A +44% of the target will take into account Control when purchasing a condom after viewing the action.