PUNTOMATIC is a Spanish laundry detergent brand just like any other but with one difference: its tablet format with compressed powder.Objectives: Increase sales of PUNTOMATIC tablets.Bring in audiences from other categories to adopt the tablet format.Strengthen the presence of PUNTOMATIC in the minds of consumers.

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

In Spain, women spend 5 times longer 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.html)-Article 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.