OMO PLAY BOTTLE

Short List
TitleOMO PLAY BOTTLE
ClientUNILEVER
Product/ServiceOMO LAUNDRY DETERGENT
CategoryD03. Non-Food
EntrantOGILVY & MATHER SINGAPORE, SINGAPORE
Entrant Company OGILVY & MATHER SINGAPORE, SINGAPORE
Advertising Agency OGILVY & MATHER SINGAPORE, SINGAPORE
Advertising Agency 2 GEOMETRY GLOBAL Singapore, SINGAPORE
Production Company HOGARTH WORLDWIDE Singapore, SINGAPORE

Brief Explanation

In a low-involvement product category like laundry, the key challenge was to make the brand stand out cost-effectively, with an objective to demonstrate its brand mission in a memorable way. Could a promotional packaging do the job?

The Brief

OMO laundry detergent advocates that 'Dirt Is Good' because kids learn and grow when they play outdoors. Mums know that too. However, in Asia, the brand is faced with the challenge of kids preferring to play indoors with their toys and devices. The brief was thus to find a way to make our brand mission relevant to kids (and mums) by getting kids to 'love' playing out in the dirt all over again.

How the final design was conceived

We thought the product itself could play a role, so we leveraged its brand promise with a little packaging inventivity to deliver a fresh brand experience - the OMO Play Bottle. By looking at the pack differently, we uncovered a full 'bucket & digger' play set. Any empty OMO bottle could be cut following the dotted lines and reused as toys to play in the dirt. Used bottles now became (really, really) useful bottles. Good for the environment too.

Indication of how successful the outcome was in the market

To activate kids, we invited mums and kids to bring used OMO bottles to our outdoor events in Singapore, and demonstrated its transformation into a play set for having fun in the dirt. Kids got dirty jumping into the mud, digging up bugs, making leaf castles, and learning all about the environment. Through a simple 'dotted' innovation, we were able to change kids' behaviour, proving to mums that they could count on OMO to not only clean, but also get their kids out and loving dirt again. The OMO Play Bottle will be launching in Vietnam and other Asian markets.

Credits

Name Company Position
Eugene Cheong Ogilvy/Mather Singapore Chief Creative Officer
Daniel Comar Geometry Global Singapore Regional Executive Creative Director Asia Pacific)
Chris Gurney Geometry Global Singapore Creative Director
Nicolas Courant Ogilvy/Mather Singapore Executive Creative Director
Sharon Chan Geometry Global Singapore Creative Group Head
Thuangtee Tan Geometry Global Singapore Creative Group Head
Jasmin Lim Geometry Global Singapore Senior Art Director
Thomas Quak Geometry Global Singapore Senior 3d Art Director
Andy Fenning Ogilvy/Mather Japan Interactive Creative Director
Samantha Ong Geometry Global Singapore Art Director
Laura Lim Geometry Global Singapore Creative Service Manager
Aseem Puri Unilever Regional Brand Director Seaa Dirt Is Good
Aline Santos Unilever Global Svp Dirt Is Good
Chris Martell Geometry Global Singapore Managing Director
Rahul Gupta Ogilvy/Mather Singapore Managing Partner
Alvin Tan Teo Studio Singapore Photographer
James Brook Partridge Ogilvy/Mather Singapore Head Of Television
Sophie Teo/Karen Leong/Stephenie Lee/Leon Lee/Robson Yeo Ogilvy/Mather Singapore Video/Sound Production