To be clear and forceful to communicate the launching of the new product Clorox For Colours.

A month after the programme execution the product ran out. The sales had a 53% increase, the purchase intention grew to 66% and TOM to 22% The cost of each ad was 50% of a 30-second TV spot.

The simplest and most forceful way of achieving the message was playing with the colour. Taking advantage of the TV colour tracking made a relationship between the colour returning to the screen and the colour returning to the clothes with Clorox For Colours was generated.

It is known that we can measure the number of people watching a TV programme thanks to people meters but not their attention level. This barrier was surpassed by including the message right in the moment we caught the audience's attention, while the screen was being frozen, by changing the colour of their favourite programme.

To highlight the colour relevance to surprise the audience while they were watching their favourite TV programme through the image freezing and changing to black and white with the effect of the TV colour tracking. This made people ask themselves whether someone manipulating the remote controll or whether the signal was a failure. The audio asked the audience whether they wanted the colour to come back and finally the colour appeared with an ad saying TRY NEW CLOROX FOR COLOURS.