To surprise consumers with a 360° communication strategy. Generating the same ridiculous and daily situation of the TV commercial and constructing the functional value of the New Ala Easy Ironing through a visual key: the Ala Iron Pack. How did consumers get to know this new benefit? Approaching them through traditional media in a non traditional way. TV: non traditional advertising: female programs artistic inclusion of characters dressed in a ridiculous way: announcers, cameramen, external characters. 30´commercial: wrinkled Screen. Radio: PNT (non traditional advertising): inclusion in the programs´artistic. Magazines: we made product placement/campaign concept in the fashion section. Outdoors: a ballerina´s tutu was placed in outdoors devices. Special billboards with the Ala Iron Pack. Cinema: wrinkled Screen Commercial. Points of sale: iron shapes devices.

It contributed to the brand´s top of mind increase, placing Ala as the leader brand. Recognition 95%. Branding 91%. Involvement Active +. Benefit communication 92%.