|Title||OMO PLAY BOTTLE|
|Product / Service||OMO LAUNDRY DETERGENT|
|Category||A06. Promotional Items|
|Entrant||OGILVY & 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|
|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|
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?
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.
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.
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.