To re-launch the pyrolytic ovens by FAGOR, the campaign used a prominent figure from the world of cooking, Karlos Arguiñano. Alongside the campaign using conventional media, a complementary microsite was created in order to reach younger audiences in an innovative and eye-catching way. The microsite made use of telephone-based interactive platforms. We elevated the oven’s ability to clean itself to the category of feat or record. Using this concept we created The World Cleaning Records. Since its launch on May up until August, the microsite received 15,053 visits. Visits to the various video portals (YouTube, Yahoo Video...):1.574.