It took one year to develop the game. It was then launched in video game stores, main general retail chains (eg Carrefour or Auchan) and in DIY stores, where people could play it in Wii demonstration pods. A four week TV campaign advertised it with a specific tag, along with a promotion in store. Since the game was launched in video game stores, it will be on shelf for one year, thus extending the duration of the campaign.A unique in-store cross-promotion advertised on POS displays and on the game packaging itself: For every GO product purchased, consumers got a 10 € off the game.

Thanks to the launch of the game Henkel reached a landmark of 100% presence (referencing) in DIY stores and supermarkets.These are early results since the campaign launched at the end of March:The campaign got amazing press coverage with more than 100 articles in various magazines : decoration, news, leisure, women… ( equivalent of 500K€ media buying).With a snapshot study on the internet made on 1000 respondents within the core target group, urban women beginner in DIY, we reached 50% awareness of the Go range after the campaign.On Google, the game “Chaos at home” shows 1.1Million results.