Adopting an integrated approach, the core thought ‘Challenge Juan’, stemmed from the media sponsorship of popular ITV programme; The Cube, where contestants face a number of challenges.Plenty’s brand champion 'Juan Sheet' created a number of challenges to prepare himself for the launch of new Plenty The Big One to ensure he was best prepared for all the tough cleaning jobs he would face – thus educating consumers about the versatility of the new product and building excitement in the run up to its release in store.

Demonstrate versatility:- 65.9 million digital impressions, 10% over media target- Over 80,000 click throughs from the MSN homepageDrive awareness:- 65.9 million digital impressions, 10% over media targetEncourage purchase:- Over 10,347 coupons were printed - increase of 5,699 on the previous corresponding periodAcquisition:- 5,710 new consumers opted in to hear more from the brand- Facebook fans increased by over 14,186 (40% above target)Each of the objectives set at the outset has been exceeded by at least 3% (some objectives exceeded by 41%), demonstrating an effective use of creative and media selection.