One of the most successful late series on Chilean TV (Single Again), had as protagonists a newlywed couple, perfectly representing our insight. The first challenge was to convince the writers to include a pet in their lives. Once knocked down that barrier, we give life to “FRANKLIN”. In the script the fun couple Zamir & Fabiola, transform into some adorable "doglovers". After many difficulties to conceive, they adopted FRANKLIN as a child. Content managed so hard on the script that the presence of Franklin spread throughout the first season of the 2013 most-watched series.

In addition to the branded content in Single Again, we use the Facebook Fan Page of Zamir and Fabiola, where Franklin jumped into the photo next to the product, which yielded postings of very good interaction and positive feedback from the community, which reflected the love they had by Franklin.

Franklin's success with people let him transform brand image in its campaign to 3 new products (extension line). All the advertising material from these releases (Spots, Key Visual) had Franklin as their face.

After campaign, there was a general increase in all Masterdog Indexes: Brand and Sales: +10.4% in the share of sales volume (Nielsen). + 6 points overall TOM (IPSOS).

Franklin gained wide knowledge and association with the brand, highlighting that 90% of respondents associated Franklin with Masterdog and over 30% spontaneously emphasized the concept of closeness of master-pet that the brand aimed to generate through the communication concept "DogLover".