Competition is getting more in the category year by year, clutter is increasing, and especially the need for adaptation to the new TV world after new regulations. In Turkey televisions, airing branded content for kids is strictly forbidden by law. Only ad breaks are allowed but they are limited to 6' and much too expensive. But there is an opportunity, as interest in competition programs has been increasing rapidly.

Our target group keep away their children from playing outside because of getting dirty. On the other hand Omo as a brand indicates the benefits of getting dirty for a purpose, to learn something. Based on this insight we brought Omo and the target group together by creating a brand new format in Survivor, the most watched competition programme in Turkey, according to Omo’s strategy. Survivor was already a program in which adults challenge each other by getting dirty. By considering Omo’s brand key message, we thought “what if children were the ones who challenge by getting dirty?”. This thought created “Survivor:Little Heroes”.

 3m Audience Every Week

 2nd Most Watched Program Every Week on AB Target Group

 Media Value of $2.5m

 It has positively contributed to brand equity; the Brand Equity score increased compared to a year ago (Q1’11: 53 vs Q1’12: 57)

 During the campaign period, market share increased by +230 bps (Feb 2012: 24,8% vs June 2012: 27,1%)

 1st rank (in Turkey), 3rd rank (in the world) on Social bakers’ list of “Top Facebook Pages With The Most Momentum In The Household Supplies Category”