2020/2021 Winners & Shortlists

Summary

Background OMO’s universal claim “dirt is good” advocates for kids’ active lives. It won the hearts of consumers across the globe. However, it was not working in the Middle East. OMO lagged behind on a key brand attribute in the region: stain removal. Lagging behind on this attribute was puzzling. But understandable. Consumers are bombarded by a sea of “annoying” claims and sampling of effective-stain-removal and have grown skeptical and immune to them. We needed to catch the attention of consumers, with another ‘effective-stain-removal’ message. But our hands were tied. Neither a claim, nor a demo, nor a sampling would do. Strategy Young mothers are more empowered than ever. But while they are a strong workforce, they keep their traditional gender roles. Hence, have more responsibilities and less time for experimentation. They stick to their preferred choices. Additionally, 78% want to try a product before purchasing it. So how do we get them to try a product despite it falling on deaf ears? Sampling? They wouldn’t respond. The strategy boiled down to one question: how can we discreetly make it to their washer? Creative Idea We disrupted sampling and created a new medium: the OMO tag. Like any tag found on new clothes, but made entirely out of OMO detergent and 100% water-soluble. We didn't want to ‘annoy’ moms in the supermarket, we wanted to be part of something they love. We chose a retail that helps our advocacy for active lives, where mums enjoy shopping, and where we could demonstrate OMO effective-stain-removal on clothes that get super-dirty: A sports shop. Execution Partnering with Sports 4ever in Lebanon, we placed 5000 OMO tags on Jerseys of popular players, meant for kids and teenagers; advocating our idea of an active life. Each tag displayed OMO tagline ‘Dirt is good.’ And just like that, we got samples into consumers’ hands, before they knew. To show how the tag works, we created a demonstration video shared on Facebook, YouTube and Instagram. We then turned in-store mums’ reaction to the tag into a genuine entertaining online film. Ending with that an era of boring sampling and starting a new authentic and amusing one. And most importantly, this enabled moms to personally test the detergent and witness the superiority of OMO stain-removing power Results OMO’s Net Sales grew 45% two months following the campaign - 100% Volume Growth over the same period from the previous year. Market-Share increased from 3.2% to 4.6% - 45% growth. (1) Association with “stain removal” increased 38% from 8%, 1 month after the campaign. (2). Fans grew 50% on Instagram, 20% on Facebook, and 18% on Twitter.(3) OMO’s positive online-sentiment grew 67%, and the negative dropped 50%.(3) 5,000 consumers experienced OMO effective-stain-removal. The ripple effect reached 43% of Lebanon’s population online, growing OMO’s online mentions 71%.(3) OMO Tag reached international talk-ability with Adage, Ads-of-the-world, Executive, Marketeer, Adforum etc., commending the innovation, and raising OMO’s effective-stain-removal reputation.(4) (1) Client sales metrics (2) Brand Tracker (3) Crimson Hexagon, February 2019 (4) Media