The Brief

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. But how do we go beyond just educating users about the movement. What are we doing for those who have become believers, advocators and drivers of the movement. What can we give them?

Creative Execution

We went beyond educating and engaging through websites, search engine apps, social media 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. It doesn't tell them what to do, but shows them what they could do. For moms, its like talking another mom, a mom that enables informs that before, enables that during and supports them after they play. Thats what OMO is all about, enabling women with powerful laundry solutions to free them of time and worry.

Describe the creative solution to the brief/objective.

OMO Playpal. 900,000 apps in the App store and there is no other app in the app store that does what Playpal does. The app was enables 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.

Results

Enabling 200,000 moms through a mobile app packed with game ideas/weather information/places to play. 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 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 Overall the “Let’s Play, China” movement has generated the social support of 30,000,000 moms online. 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. *Research conducted by Millward Brown on behalf of the BBC