|Title||OMO PLAY BOTTLE|
|Product / Service||OMO LAUNDRY DETERGENT|
|Category||A02. Ambient media: small scale (incl. premiums and giveaways)|
|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|
HELPING MUMS TO GET THEIR KIDS OUT TO PLAY IN THE DIRT. Mums know that kids learn and grow when they play outdoors in the dirt. But in Asia, most kids prefer to play indoors with their toys and devices. How could we build brand relevance for OMO, which advocates that 'Dirt Is Good', but faces the challenge of kids not playing outside enough? The strategy: Bring the brand promise to life by helping mums (new and existing customers) to get their kids out to play in the dirt through the OMO product bottle itself.
Finding the tools to get kids outside to play in the dirt was on the packaging itself, uncovered by taking a fresh look at something that was already there, totally unseen before. This simple yet innovative packaging reform delivers on OMO's brand promise of 'Dirt Is Good'. The act of transforming the bottle into a play set also aligns itself to Unilever's (mother brand) sustainability vision, as used bottle can now become (really, really) useful bottles (toys).
Presenting the OMO Play Bottle - a simple and cost-effective medium in the product packaging that activates OMO's brand promise. By looking at the pack differently, we uncovered a full 'bucket & digger' play set that delivered a fresh and unique brand experience rooted in the brand mission. We then set out to prove how it could change the behaviour in kids by organising outdoor activities that introduced this new play set to kids.
The events were highly successful in getting the kids (really, really) dirty jumping into the mud, digging up bugs, making leaf castles, and learning all about the environment. Through this simple packaging medium, we changed the behaviour of kids, and proved to mums that they could count on OMO to not only clean, but also get their kids out and love dirt again. The campaign was launched early April. Due to its effectiveness, the OMO 'Play Bottle' will also be launched in Vietnam and other Asian markets. Actual sales and brand preference scores are not available yet.