We all know that doing the dishes is a pretty mundane mechanical task and not a very pleasant one. But we have discovered something that happens when doing this task: while we are doing the dishes, we use this time to think and our mind focuses on resolving other things.

In this way, this moment that has always been considered as tedious, has been transformed into a positive and interesting one.

So, from there, DISH THERAPY arose, an insight, that allows us to show the therapies people use when doing the dishes. Yet, this therapy is only possible when a good dishwashing liquid makes the task easier and enables us to think about other things and not in the fight against greasy dishes.

We created a disruptive challenge: a trip around Latin America were food was paid by doing the dishes with only ONE bottle of Magistral. So, Magistral’s power was the fuel need to keep traveling.

We brought this idea to life in social media, using YouTube and Facebook as key channels. We developed a real time tracking to improve the content performance creating a range of post to show different entertaining situations our travelers lived to make our followers travel with them and by the way, show them how amazing and unlimited Magistral’s performance can be.

The campaign had extraordinary results proving that our innovative way to communicate performance is working.

The campaign was developed in 5 markets: Argentina, Colombia, Perú, México and Chile.

Regarding social media, we achieved almost 100MM views, more than 70MM connections so far and peaks of +10% Organic Engagement Rate (4% Engagement Rate on average).

From a qualitative perspective, the campaign was very well received by consumers, achieving high quality engagement. We have hundreds of positive comments of women interacting with the story and even inviting the travelers to go to their own houses!