Rules of the promotion were conveyed via a number of channels. We created a web of mutual references existing between respective touchpoints: TV directed consumers to Press as source of detailed information. Print included reference to a TV station where consumers could watch the Show. In-store materials and WWW site on top of explaining game rules, included references both to TV and Print. Finally, all materials referred to WWW site, explaining in-depth, the promotional mechanism.

The programme ran for 2 months and generated 61% awareness within target audience. Average viewership was close to 1,000,000 per episode and reached over 14,000,000 persons in total. We received over 107,000 SMSes. Incremental sales value vs YA on total P&G laundry detergents portfolio amounted for 1,759,000 USD.