The Campaign

The creative idea: To brief Mobile App Developers to create an app of a tree for kids to play with. Through our increasingly difficult to answer questions the tech experts were put in a position to acknowledge the limitations of the virtual world. As this admission comes from tech experts themselves we created an unimpeachable confirmation to re-inforce to mums that nothing beats the real thing. And give them a fun little reminder of the importance of the real experiences their kids get from playing outdoors, which informs our call to action, to experience the outdoors.

Creative Execution

We launched the experiment as an online piece to be a key digital awareness driver. We targetted mums-to-be and new mums specifically as they have a distinct behaviour online and also offline. Key opinion leaders such as ‘mommy bloggers’ were key to driving credibility. Our existing facebook pages featured the experiment reaching mothers as well.

100% of the tech experts acknowledged the limitations of technology and agreed there’s no replacement for real-world experiences. Communicating this to KOLs has increased third party support and advocacy and optimized our reach into the ‘new mums and mums-to-be’ target audience. We’ve also strengthened our Dirt Is Good proposition.

In the current media environment it’s difficult to achieve quality editorial coverage for FMCG products. So, we conducted an interesting experiment and used the content of our experiment as the basis for a brand case study that would get young parents to talk about Omo Plus Gentle. As part of the campaign, we launched it online as a ‘proof-of-concept’ for Dirt Is Good for the purpose of reminding mums to let their young children experience the outdoors.

Insights, Strategy and the Idea

Technology has become all pervasive and seems to be able to do everything. And kids are becoming obsessed with it at younger and younger ages.One of the consequences of this is that kids are spending less time playing outside. We used data published by UNICEF as the foundation for our experiment. The approach was simple: To brief Mobile App Developers to create an app of a tree for kids to play with. Through our increasingly difficult to answer questions the tech experts were put in a position to acknowledge the limitations of the virtual world. As this admission comes from tech experts themselves we created an unimpeachable confirmation to re-inforce to mums that nothing beats the real thing. And give them a fun little reminder of the importance of the real experiences their kids get from playing outdoors, which informs our call to action, to experience the outdoors.