The Campaign

To help Australian families spend less time doing the laundry and more time with the kids, OMO created Peggy, the world’s smartest peg. Peggy can determine the perfect time of day to do the laundry, how long it will take the clothes to dry and when rain is on the way, giving time back to busy families so they can enjoy the things that matter most. Peggy works by drawing in data from inbuilt temperature, humidity and UV light sensors, which is then sent to the cloud and cross-referenced with local weather data from a weather API service. Backyard-specific drying time and weather conditions data is then sent to the Peggy mobile application which provides push notifications to keep people in the loop about current washing and drying conditions. When the weather’s good Peggy also sends tips on outdoor activities to get the kids outside and enjoying real play.

Creative Execution

To execute Peggy we focussed on 3 steps: design, build and testing, a process, which spanned six months. The design phase included seven rounds of 3D renders and printing, sourcing polymers to build Peggy that best suited the practicalities of outdoor wear and tear, building a bespoke app, testing sprints and rounds of tweaks to create the perfect consumer app that would lighten the load for our Australian families. We built 7 pegs, and released 5 to key influencers (mummy bloggers) for ‘on the line’ use testing. We deliberately put these in the hands of real families to get real learnings of user requirements. Their experience was shared on their blogs and social media. From the testing phase, a new learnings will be rolled into the app and peg development – with the goal to make this product a mass-produced consumer item, the future scale of Peggy is exponential.

Through organic PR reach alone, in 24 hours of launch the Peggy website generated over 3000 leads from consumers who couldn’t wait to be the first in line to trial Peggy. With heart-warming stories of how Peggy would help families spend time together, smooth out tensions of who brings in the washing, and ultimately creating one-less hassle in Australian families lives, it’s already clear that Peggy has the potential to be a huge success.

The Audience Our aim was to reach and connect with main grocery buyers – busy Mums with kids aged up to 12. To better understand this audience we conducted a consumer study, which identified a key learning that shaped the direction of our campaign – 94 per cent of parents admit to not spending as much playtime with their kids as they would like. The Approach Our approach was to reinforce OMO’s ‘Dirt is Good’ positioning and its role as an enabler of real (outdoor/messy) play by developing a solution that gave parents time back in their day to spend with their kids. While OMO removes stains fast, outdoor drying conditions (the laundry norm in Australia) are unpredictable and often interrupted by unexpected rain meaning parents spend extra time getting the laundry done – or having to do it again. We needed to provide a solution that helped get the laundry done efficiently every