Results and Effectiveness

Over 40 news articles covered the campaign. The campaign drove talkability online, with over 200 Facebook mentions in days, and over 10 sites linking to the campaign. 40% of our target audience remembered seeing the campaign with over 80% correctly attributing it to both the brand and product. Brand awareness increased to 83% and current brand usage to 28%, the highest levels for years. OMO Plus revived its sales after months of declining growth, with a 2.4% market share increase after only the 1st month of launch, reaching the highest share of market of OMO Concentrate ever.

Creative Execution

We took over one of the dullest and largest buildings on one of the busiest gateways to the suburbs of Bangkok and turned it into a giant demonstration of how Omo Plus peels back un-noticed yellowness from laundry. We covered it with a giant T-Shirt, yellowed on one half, and white on the other, to show the effect of the product in a monumental way. The site was impossible for Mom to miss on daily journey, with traffic close to 2m automobiles a day passing the site, delivering excellent coverage against our target audience, especially light TV viewers. To ensure that even those who did not pass the site on their daily journey were aware of it, a PR strategy was implemented to drive coverage in mass media, and a seeding strategy used in social media to drive Moms to discuss the campaign and share their knowledge about the product.

Insights, Strategy and the Idea

The launch of OMO Plus as a whitening detergent provided an opportunity reviving sales for the brand. New laundry innovations are lost amongst clutter, failing to gain sustained awareness and sales. The challenge for the campaign was to create excitement, generating talkability and sales. We used three insights: 1.Whiteness is a barometer of Mom’s homemaking skills. But yellowness creeps in over time, un-noticed until compared with “true whites”, leaving Mom exposed to criticism of her skills. A side-by-side comparison was needed to open Mom’s eyes. 2.Our Bangkok-based target use their daily commute to plan tasks and shopping, often doing their shopping on the way to and from work. So we needed to target them on the daily commute. 3.Mothers compete on the “know –hows”, sharing their tips to demonstrate their own superiority. We knew that if we made this campaign talkable enough, Mom would spread the word on our behalf.