THE DULLEST AD IN HISTORY FOR THE LEAST ACTIVE KIDS IN HISTORY
Brand | OMO |
Product/Service | "DIRT IS GOOD" RELAUNCH |
Entrant | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Category | Corporate Social Responsibility |
Idea Creation
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FP7/DXB Dubai, UNITED ARAB EMIRATES
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Media Placement
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PHD Dubai, UNITED ARAB EMIRATES
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Media Placement 2
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MAGNA GLOBAL Dubai, UNITED ARAB EMIRATES
|
PR
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FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Production
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MINT MENA Dubai, UNITED ARAB EMIRATES
|
The Campaign
Our goal was to shed light on the reality of kids’ lives today.To provoke parents and get them to get their kids off couches and beds, we showed them the reality of their kids’ lives in an unconventional way.
To wake parents up to the fact that kids today are ‘the least active kids ever’ and spend on average 23 hours a day inactive, we created a very, very long, dull ad; i.e.the longest live stream in Facebook’s history - a 23-hour video showing a kid doing absolutely nothing, apart from sleeping, playing video games, checking in on social, watching Netflix and hover-boarding his way around.
The video was long and boring for good reason, as it was a live, visual representation of kids’ lives today. Its one purpose was to depict exactly what kids spend their day doing. No exaggeration, just a literal translation based on global research.
Creative Execution
Along with the 23-hour live stream on Facebook and other social media channels (YouTube, Vimeo and Twitter via Periscope), we also made a 7-hour video about screen time. And a 4-hour one about TV time.
With parents debating the inactivity of #KidsToday, we switched from provoking them, to helping them.
We teamed up with child psychologists who responded online in real time, explaining the importance of active play.
We launched shorter films where kids reminded their parents that if they aren’t encouraged to get off the couch, more of them will end up depressed, obese, or with learning difficulties.
Webisodes were created with medical professionals to help parents overcome key challenges.
And ambient messaging in playgrounds drove parents online to know more about the campaign.
Finally, we turned eBay into an advertising channel by giving away kids’ swings and slides for free, to help encourage more outdoor play.
Describe the success of the promotion with both client and consumer including some quantifiable results
Parents spent an average of 5 minutes 9 seconds watching the ad vs the global average of 24 seconds; which makes it one of the most viewed live streams on YouTube and Facebook to date. 1.3 billion seconds in just 23 hours.
But more importantly, the ads highlighted the inactive lifestyles of #KidsToday which ignited a fierce debate online, received 5.94 million interactions in just 23 hours, with 3.4 million hashtag mentions (#KidsToday), 3.3 million Twitter mentions, 1.97 million Facebook mentions and 40,000 comments on YouTube.
The campaign was the most successful digital and social campaign in OMO’s history.
Even leading TV channels programmed content to focus on kids' activity.
By the end of the campaign, 82% of parents voted to get their kids outside more often. Now that’s good news for both kids, and washing powder brands.
OMO sales increased by 98.3% vs. the same period last year.
Explain why the method of promotion was most relevant to the product or service
This idea is about probably the dullest ad in the history of Dubai Lynx; almost the opposite of entertainment! But, it was dull for a good reason. As a 23-hour live-stream (the longest in Facebook's history) it made a point about the inactivity of children today and encouraged parents to encourage their kids to go outside, play more and get more dirty (hence, get more OMO). It was engaging. It attracted more attention than other online ads (5 minutes vs. an average of 24 seconds), triggered conversations and debates among parents, and even influenced content programming on leading TV channels.
Global research shows that kids spend less than 1-hour a day engaged in physical activity, which means 23 hours idle and inactive. They also spend an average of 7 hours in front of screens and 4 hours watching TV.
Parents are aware that this generation is born into technology, but aren’t aware of the time their kids spend with gadgets, and often try to distract them by giving them screens as a bribe.
So, to provoke them and give them a reality check, we decided to quantify the amount of time kids spend idle or with gadgets.We knew that if we showed them the reality as is, they would listen, even if the truth made them angry.
After provoking them, we wanted to switch tactics and help them, by explaining the benefits of active and outdoor play and giving tips on how to limit gadget time, and increase play time.
Credits
Paul Banham / Oliver Robinson |
FP7/DXB |
Executive Creative Director |
Katarina Vasilj |
FP7/ DXB |
Art Director |
Fanny Abou Rached |
FP7/ DXB |
Copywriter |
Tahaab Rais |
FP7/MENA |
Regional Head of Strategic Planning |
Aakriti Goel |
FP7/DXB |
Strategic Planning Manager |
Nima Askari |
FP7/DXB |
General Manager – Business Unit |
Layal El Sayed |
FP7/DXB |
Account Director |
Dima Malaeb |
FP7/DXB |
Account Manager |
Nael Girgis |
FP7/DXB |
Social Media Executive |
Erol Salcinovic |
FP7/DXB |
Design Director |
Kuba Skowronski |
FP7/DXB |
Head designer |
Rey Amio |
FP7/DXB |
Senior Digital Art Director |
Shebin Mohanan |
FP7/DXB |
Senior Digital Designer |
Ramesh Palur |
FP7/DXB |
Digital Art Director |
Karol Akl |
Mint Mena |
Producer |
Mark Williams |
Renegade |
Director |
Marc Karam |
Made in Saudi |
Director |
Emile Slailati |
Made in Saudi |
Supporting Director |
Alex Brunori |
Google |
Head of Creative Agencies MENA |
Daniel Shepherd |
PHD |
Director Planning |
Sandra Essa |
PHD |
Associate Director Planning |
Sanaya Zubairy |
PHD |
Executive Digital Planning |
Trudy Fernandes |
Magna Global |
Media Manager |
Ines Amor |
Magna Global |
Media Supervisor |
Fouad Chakhtoura |
Magna Global |
Sales Director |
Links
Video URL