Objective

Most cleaning products’ advertising shows women doing cleaning chores. For dish washing advertising this represents 100% of the cases in Argentina. What if a cleaning brand dares to change this? Our objective was to be the first cleaning brand to truly connect with women.

Execution/Strategy

It wasn't just about changing roles and showing men doing what women were supposed to be doing. We wanted to create a surprising way to put men in that uncomfortable place. And by the way, get women’s complicity. Based on real women's claims about how men try to avoid the chore of doing the dishes, the idea tackled this.

Implementation

We created a real experience connected to the dish washing task right in the street.

We placed real Medical Units by Magistral, with real doctors that conducted real medical health checks only for men. Men were surprised with the request of doing dishes during the check-up. We had a clear message: “if a man does the dishes, nothing happens to him”.

It's an idea that seeks to change the reputation of a brand and a category that is usually labeled as sexist, trite and little risky. We create a fresh and original experience that men and women enjoyed to meet this objective. We intend to increase the emotional connection between Magistral and its target through this surprise and representing something that most women think and claim to the category. In this way, we became the champion of this change.

The idea proposed a twist for a dish washing product, so the media team went to key places where the effect will potentially spread. The proposal was to catch the attention right on the street and take advantage of Social Media.

The main channel was thought to generate awareness for a dish washing liquid brand like never before. We created a real experience connected to the dish washing task right in the street. But, how to catch both women and men’s attention? Having a great excuse. During the rush hour in Buenos Aires hot spots, we placed real Medical Units with real doctors that conducted real medical health check ups only for men. Every single man that went through our Medical check was surprised with the request of doing dishes during the check-up. This unusual mix had a clear message: “if a man does the dishes, nothing happens to him”.

The explosive mix of these curious men doing the dishes during rush hour in Buenos Aires Down Town got the attention of approximately 20,000 people who took part of the activation and got our message (meanwhile more than 300 men took the real experience and received medical approval to do the dishes). Since then, our Facebook fanpage increased 90,000 fans (99.9% women).

In terms of business, the share reading had a great surprise: record value share for Magistral reaching historic 35.4 pts. (+2.1 vs. YA) and also having our two main competitors declining.