LET'S PLAY CHINA

TitleLET'S PLAY CHINA
ClientUNILEVER
Product / ServiceOMO
EntrantPHD Shanghai, CHINA
Entrant Company PHD Shanghai, CHINA
Media Agency PHD Shanghai, CHINA

The Campaign

What do laundry detergent, child development in China and digital technology have in common? The answer is OMO’s Lets Play China Campaign. Developed as the launch for OMO’s “Dirt Is Good” global brand idea, the campaign was a tough sell to Chinese mums. For many Chinese mums education is good, dirt is not. Their focus is on academic development from an early age. Creative play, getting messy, playing sport take up time that is better spent on any form of education. Digging into its audience OMO discovered that not all Chinese mums subscribed to the no fun, academics only mantra! Identifying China’s Progressive 80s and 90s generations mums who embrace new ideas and understanding the need for creativity and play as part of a child’s development. Matched with a desire for their children to enjoy a longer childhood compared to the harsh academic focus they grew up with.

Success of the Campaign

REACH: 150 million media impressions across multiple channels 6 million online interactions 200,000 app downloads and counting ENGAGEMENT: Over 3.5 million positive comments shared across social media, with parents getting involved in the campaign and recommending the app to other parents. Confidential: Following the campaign, OMO saw considerable improvement in key brand metric and brand equity attitibutes: Brand Metrics: TOM +6 Unaided Awareness +5 Brand Attributes: OMO believes children develop best when they are free to play +22 OMO understands that getting dirty is positive for kids +9

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Our Progressive Mums have embraced technology (heavy internet users, over 60% own a smart phone) and are hungry to new ideas, often turning to the internet for modern day mothering advice vs asking their own mothers. Knowing this an immersive, digitally and mobile led integrated “Let’s Play China campaign featuring Yao Ming was launched. Central to the campaign was a range of useful content made available to mums through mummy portals and blogs and smartphone app. The content included 100’s of games designed to improve creative and physical development, LBS suggested places to play, recommendations matched to the daily weather and once all the fun was had, simple stain removal tips from OMO. Digital enabled taxi OOH and QR code neck tags and POS helped spread the content. TVC’s featuring Yao Ming and live events hosted by popular OMO progressive mums Li Jing helped spread the word.

Credits

Name Company Position
Brian Leong Profero Creative Director
Kel Hook Phd Head Of Strategy
Neil Dong Phd Planning Director
Sarah Mccarthy Phd Associate Digital Diretcor
Abby Wong Phd Digital Director