PUNTOMATIC, a Spanish laundry detergent brand in tablet format launched a campaign aiming to increase its sales, strengthen its presence in the minds of consumers and motivate them to adopt the tablet format.

The strategy was based on notoriety, awareness and complicity using an unpredictable and unexpected campaign. Instead of describing how detergents remove stains from clothes, we launched an initiative to ELIMINTATE THE “STAINS” FROM SOCIETY.

In Spain, women spend 5 times more time on household chores than men.PUNTOMATIC wants to get rid of this "social stain" claiming: “MEN CAN ALSO DO IT” - they can do the laundry.

Instead of describing how detergents remove stains from clothes, we launched an initiative to ELIMINTATE THE “STAINS” FROM SOCIETY.

In Spain, women spend 5 times more time on household chores than men.PUNTOMATIC wants to get rid of this "social stain" and claims: “MEN CAN ALSO DO IT”, using: Mailing: “REAL WASHING MACHINES” to opinion leaders, politicians and celebrities with THEIR NAME followed by “YOU CAN ALSO DO IT”, to spread the news.

www.aworldwithoutstains.com: women could include men in a “DIRTY LIST”.BUSES: “SPEEDY COURSE ON HOW TO DO LAUNDRY” for men.TV/Print

20,7% INCREASE IN SALES, 3 weeks after campaign launch.Puntomatic tripled its NOTORIETY (IMOP Study), from 304.7 mentions the week previous to the campaign to 1096.5 afterwards.The Puntomatic commercial was the MOST VIEWED of the year on Anuncios.com. (http://www.anuncios.com/campana-creatividad/mas-anuncios/1022978008001/diez-anuncios-mas-seguidos-2007.1.htmlArticle on campaign was 2nd most read news item on Anuncios.com (http://www.anuncios.com/campana-creatividad/mas-a nuncios/1022963008001/diez-noticias-mas-vistas-ano.1.html)Huge tri- and digital MEDIA RESPONSE, local and national coverage at no cost (€824,310 value).News on 8 Television news and other TV shows (national and autonomous communities), in numerous newspapers (print & digital), radios and blogs.