OMO PLAYPAL

TitleOMO PLAYPAL
BrandUNILEVER
Product / ServiceUNILEVER OMO
CategoryA02. Mobile Applications and other Downloadable Tools
EntrantPROFERO Shanghai, CHINA
Entrant Company PROFERO Shanghai, CHINA
Advertising Agency PROFERO Shanghai, CHINA

Credits

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

Brief Explanation

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

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