Brief:Increase PUNTOMATIC’s brand awareness, recognition and complicity with the target by changing the context of the detergent’s communication with an inherent but unpredictable campaign.Under the concept “a world without stains” we launched the campaign “Men can do it too”…DO THE LAUNDRY. Among the media mix we chose a personalized email making a call on all men in the database and telling them “you can do it too”. After all, if you can click on the remote, you can also click on the washing machine button, can’t you?Results:More than tripled its brand awarenessSales increased by 20.7%