Since the Extra-Cleaning Particles helps find dirt in clothes, Omo could also find the consumers and reward them. Based on this concept, we decided to put a GPS location device in the packages.The first promotion in which the prize finds the winner.

In order to avoid extra weight or providing any clue by handling the product, we developed a specific technology: a compact system that emits GPS signals. This would permit the OMO team to detect movement at the POS, then find and surprise the consumer.After 6 months of development, these packages have been distributed throughout Brazil.

Every single Omo package with GPS on the POS was found and the consumers have been rewarded - 100% redemption. The Promo hit thousands of social network interactions, 110.000 search results on Google and, above all, was the most read article on Advertising Age website in 2010.