Cannes Lions

LAUNCHING OF DETERGENT

SHACKLETON AD, Madrid / PERSAN / PUNTOMATIC / 2008

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Overview

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Credits

Overview

Execution

Instead of describing how detergents remove stains from clothes, we launched an initiative to ELIMINTATE THE “STAINS” FROM SOCIETY.

In Spain, women spend 5 times more time on household chores than men.PUNTOMATIC wants to get rid of this "social stain" and claims: “MEN CAN ALSO DO IT”.

The mailing of real washing machines, buses, a web, Print and TV were used to launch the campaign.

The TV Spot introduces the THE POLIESTERS, a group of men that manage to rhythmically dance to a song that claims they can also do the laundry.

Outcome

20.7% INCREASE IN SALES, 3 weeks after campaign launch.Puntomatic tripled its NOTORIETY (IMOP Study), from 304.7 mentions the week previous to the campaign to 1096.5 afterwards.The Puntomatic commercial was the MOST VIEWED of the year on Anuncios.com. (http://www.anuncios.com/campana-creatividad/mas-anuncios/1022978008001/diez-anuncios-mas-seguidos-2007.1.htmlArticle on campaign was 2nd most read news item on Anuncios.com (http://www.anuncios.com/campana-creatividad/mas-a nuncios/1022963008001/diez-noticias-mas-vistas-ano.1.html)Huge tri- and digital MEDIA RESPONSE, local and national coverage at no cost (€824,310 value).News on 8 Television news and other TV shows (national and autonomous communities), in numerous newspapers (print & digital), radios and blogs.

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