Cannes Lions

OMO PLAY BOTTLE

OGILVY & MATHER SINGAPORE, Singapore / UNILEVER / 2014

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Overview

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Credits

Overview

Description

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?

Execution

To maximise dirt play, we placed event invites on OMO bottles, inviting mums to bring their kids and used OMO bottles to our outdoor ‘Dirt is Good’ play events in Singapore.

At the events, we showed mums how to cut and ‘find’ the ‘hidden toys’ in the bottle, and got kids to play with them – in mud, sand, dirt, soil, and other outdoor terrains.

Outcome

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.

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