Target consumers, identified as visitors to P&G's fabric and homecare portal, were sent a motivating e-mail introducing them to the promotional site.
On visiting the site, they met Flash Hunk, a Cheeky Chippendale cleaning bloke dressed only in an apron and boxer shorts. He demonstrated how easily the products could be used - even by a man!
Consumers were given control over this cheeky home help and could choose their demonstration by typing in what they wanted to see cleaned e.g. 'Hob', 'Floor' and then sit back and take pleasure in watching Flash Hunk clean it.
Each requested task showed Flash Hunk using one of the products from the Easy Cleaning Revolution. Medals were awarded to consumers for each product used and when they had 4 medals they could register for entry into a prize draw to win £10,000.
They could also be awarded Costa coffee vouchers for themselves and a friend to enjoy.
During July the first 500 visitors who registered received a free Flash Dustmaster Extend and Reach.