OMO published their research emphasising the importance of outside play, which formed the bedrock of the campaign and was supported by highly targeted TV, digital and print encouraging children to form their own special outside play clubs and register with the OOPF via a bespoke website.

Kids were further engaged through Jetix TV with a promo, online forum, game, and email strategy and a specially constructed Board of Dirt jury judging the most innovative clubs.

An amazing 270,000 kids registered with the OOPF, clustered in 40,000 clubs. The OOPF is the fifth biggest sport association in the Netherlands and 55% of all mothers are aware of the OOPF. The brand strength of OMO improved significantly due to the creation of the OOPF (Millward Brown).