”Mr. Proper helps as well as a cleaning brigade does!” optimally combined the programme/sponsoring message and media character. On top of the 'classic' sponsoring, Mr Proper presented programme announcement trailers to drive extra awareness. A special advertising element, 'Framesplit' (wrapping the ongoing programme with an ad), as well as a raffle supported on TV and by a TV guide magazine ensured exclusive ownership of the cleaning theme. Even the absence of competitive advertising was achieved during the programme.

Brand preference and business results within both categories confirmed the great performance of the idea. All awareness figures showed extremely positive development during the co-operation versus pre-period. Furthermore, volume market share for laundry increased to the highest ever with an index 168! Bring the helper to life!