Title | OMO PLAYPAL |
Brand | UNILEVER |
Product / Service | UNILEVER OMO |
Category | A02. Mobile Applications and other Downloadable Tools |
Entrant | PROFERO Shanghai, CHINA |
Entrant Company | PROFERO Shanghai, CHINA |
Advertising Agency | PROFERO Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Miya Zhou | Profero Shanghai | Account Executive |
Eunice Ho | Profero Shanghai | Account Manager |
Tom Tian | Profero Beijing | Project Manager |
Alessandro Grena | Profero Beijing | Technology Director |
Karrie Tan | Profero Shanghai | Account Director |
Jackie Xu | Profero Shanghai | Planning Director |
Michelle Shi | Profero Shanghai | Copywriter |
Eleven Qiu | Profero Shanghai | Senior Designer |
Andy Zhu | Profero Shanghai | Senior Copywriter |
Color Li | Profero Shanghai | Associate Creative Director |
Brian Leong | Profero Shanghai | Creative Director |
Kel Hook | Phd Shanghai | Head of Strategy |
We launched a movement called "Let's Play China" based on OMO's global "Dirt is Good" platform. The movement educates moms that the key to a child's success is not only about study. Proper child development is balanced. We started strong amassing 30,000,000 votes of support through websites, search engine apps, social media. But we wanted to go beyond educating and engaging through websites, search engine apps, social media sites and forums. We wanted to be at the side of our 30,000,000 supporters when they actually made that change in their behavior and took their kid outside, away from the computer. The global platform of OMO, Dirt is Good, is a great global platform. OMO Playpal, is a great solution. 900,000 apps in the App store and there is no other app in the app store that does what Playpal does. A mobile app that gave moms everything they needed to get out there and play with their kids. No more educating why play was important, our moms knew why. The app was meant to enable them with information on their local weather forecast, places nearby they could take their kids, events hosted by kids development groups. We also gave them 102 different game ideas, and to make every second count, included step by step instructions on each game. Moms could share any game idea with their friends across different social networks. The brand was there, wayyyy in the back providing cleaning tips if needed as well as mobile coupons. 200,000 downloads of the mobile app later, thousands of users have shared positive experiences over social network. The app has been recognized by MMA with a Silver for "Social Good" and a Gold for "Cross Media Integration". Overall, the movement has generated the social support of 30,000,000 moms online. Engaging 2,500,000 moms and growing on social platforms like Sina and QQ 24/7. Offline, there were outdoor events in tier 1,2 markets across China, TVC’s on major tv stations and interactive taxi ads. In the end, the important number will only be seen 15-20 years from now when what we’ve begun today, will come to fruition. When the next Steve Jobs comes from China. 3,500,000 positive messages about the app were shared to social media OMO has climbed to become the 8th most powerful brand in China*, the only laundry brand among top 10, ahead of brands like Volkswagen, L’oreal, Coca-Cola and Samsung. It is the brand doing good, while doing good. *Research conducted by Millward Brown on behalf of the BBC