2019 Winners & Shortlists

Cultural/Context information for the jury.

A REGION RULED BY HISTORICAL BRANDS Since its launch in the Middle East region OMO has always been behind, competing with well-established and historical brands approved by moms and their moms’ moms. OMO kept launching new innovations but the brand never really found its rightful place in the laundry rooms across the region. OMO, A BRAND FOR MESSY KIDS While the brand OMO reached international fame for their clever line statement “dirt is good”, the claim never resonated with the millennials of this region. The picky millennial tribe believing that the brand was solely targeting moms and their adventurous kids while they were looking to be taken seriously with a message tailored for them and their lifestyle.

Write a short summary of what happens in the ambient or digital execution or campaign.

The OMO Shock campaign was a breath of fresh air in the saturated laundry detergent category. We didn’t beg for our audience’s attention through giant billboards, we met them at home and conveyed our core message by turning something simple into a new channel - the delivery plastic cover of their beloved dry-cleaning company. With zero budget we surprised them on their doorsteps. We created an engaging guerrilla stunt with fun “stain” stickers added to their regular dry-cleaning delivery plastic cover. Ultimately making them smile and fall in love with the OMO brand.