According to the Israeli regulations, branded entertainment is not allowed on TV, while the internet is non-regulated. This regulatory situation, combined with the fact that the internet penetration in Israel is very high (82% penetration - the highest in central and eastern Europe, Middle East and Africa ; the 8th in the world) and the time Israelis spend on the net is the 2nd highest globally (38.3 hours per week = index 147% vs. TV), led us to choose the Internet as our main paltform for this unique branded entertainment initiative. To enhance the exposure of our branded content, we produced a 1 minute trailer for each movie in the series which was broadcast daily on television in commercial advertising time, as permitted regulatory. In this way we managed to overcome the regulatory barriers and create an integrated branded entertainment campaign, that exposed our original branded series both on TV (as a promotion tool) and on the internet (as the broadcasting platform for the full movies).

Thanking the Olympian moms is not enough, we should tell their inspiring story. The athletes' lives are well documented but the perspective of the mom is rarely explored. To tell the story of the moms, we have launched the first branded entertainment documentary series in Israel: The MOMumentaries project.

We have produced 6 short documentary movies (4-5 minutes each), telling the story of 6 Israeli leading Olympic Athletes through their mother's eyes. The MOMumentaries online exploitation plan was launched with a dedicated branded channel on one of Israel's leading web portals, airing 2 new webisodes every week. In order to promote the webisodes, we have produced a 1 minute trailer for each movie that was aired on TV and on YouTube, as a call for action to watch the full movies online. In addition, we have published blogs of the mothers who led the movies on social media and on print women magazines.

• We have reached 41% of the mothers in Israel (Reach W 25-54).

• More than 350,000 people watched the movies online (index 165 vs. target)

• The most viewed documentary movies (branded or non-branded) online ever in Israel.

• More than 800,000 households watched the trailers on TV (58% of the households in Israel).

• More than 35,000 moms' blogs have been read.

• More than 40,000,000 impressions online for the campaign.

• The free PR that P&G gained in the media was the highest ever for P&G in Israel (90% positive tone of sentiment).