Brand Experience and Activation > Culture & Context

#DEĞIŞIMSENSIZOLMAZ AI VIDEO PROJECT

REALWORKS, Istanbul / OMO TURKIYE / 2022

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Overview

Credits

OVERVIEW

Why is this work relevant for Brand Experience & Activation?

Sustainability Project #DeğişimSensizOlmaz Under OMO's Gaia Campaign

In our journey for a cleaner future, we contributed to sustainability with our project "#DeğişimSensizOlmaz" under OMO’s GAIA campaign. We took action to promote OMO’s new environmentally conscious formula and packaging made with 25% recycled plastic by using this technological tool in a creative manner. In this context, we have increased awareness about both the #DeğişimSensizOlmaz (#ChangeDoesn’tHappenWithoutYou) message and OMO’s message of being evenly effective against the toughest stains while also being environmentally friendly.

Background

As OMO, when we think about the future, we always wish to see a greener planet.

In line with this purpose, we started a real-time communication campaign.

We wanted to show that AI could imagine a clean world, but the task of realizing it was at the hands of the people.

In our journey for a cleaner future, we contributed to sustainability with our project "#DeğişimSensizOlmaz" under OMO’s GAIA campaign. We took action to promote OMO’s new environmentally conscious formula and packaging made with 25% recycled plastic by using this technological tool in a creative manner. In this context, we have increased awareness about both the #DeğişimSensizOlmaz (#ChangeDoesn’tHappenWithoutYou) message and OMO’s message of being evenly effective against the toughest stains while also being environmentally friendly.

Describe the creative idea

The creative idea process was highly influenced by the trend of stunning and interesting imagery generated by artificial intelligence programs such as Dall-E and MidJourney. We then decided to utilize this trend for OMO’s #DeğişimSensizOlmaz movement which encouraged consumers to take an active part in recycling plastic waste and reducing their negative impact on the environment.

Describe the strategy

Our goal was to create awareness about both the #DeğişimSensizOlmaz message and the new environmentally conscious formula and packaging made with %25 recycled plastic in a creative fashion to reach millions.

Describe the execution

To achieve our goal, we produced over 100 images of clean and polluted worlds and created a 15-second video advertisement. In the video, we used imagery that would resonate with OMO’s biggest customer demographic and its internal and external stakeholders and raised awareness about the plastic pollution issue that the world is facing.

Our video was implemented on Twitter, TikTok and Teads.

List the results

Twitter, TikTok and Teads were used to reach the maximum number of people from our target demographic

In a short amount of time we reached;

542 Thousand users on Twitter

90 Thousand users on Teads

and

2.8 Million users on TikTok

Along with this, we achieved 5.2 million impressions and 640 thousand views with our advertisement, and created awareness about OMO’s mission to encourage taking action and playing our part even if it means getting our hands dirty.

Please tell us how the brand purpose inspired the work

Sustainability Project #DeğişimSensizOlmaz Under OMO's Gaia Campaign

In our journey for a cleaner future, we contributed to sustainability with our project "#DeğişimSensizOlmaz" under OMO’s GAIA campaign. We took action to promote OMO’s new environmentally conscious formula and packaging made with 25% recycled plastic by using this technological tool in a creative manner. In this context, we have increased awareness about both the #DeğişimSensizOlmaz (#ChangeDoesn’tHappenWithoutYou) message and OMO’s message of being evenly effective against the toughest stains while also being environmentally friendly.

We achieved 5.2 million impressions and 640 thousand views with our advertisement, and created awareness about OMO’s mission to encourage taking action and playing our part even if it means getting our hands dirty.

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