Omo Case study OMO WITH GPS by Bullet

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Industry Washing powders & Detergents
Media Case study
Market Brazil
Agency Bullet
Creative Director Adriano Cerullo
Art Director Leandro Mendes
Copywriter Bruno Dias
Producer Guilherme Gaggl
Released August 2010

Credits & Description

Category: Fast Moving Consumer Goods (not including food)
Advertiser: UNILEVER
Agency: BULLET
Date of First Appearance: Aug 1 2010
Entrant Company: BULLET, Sao Paulo, BRAZIL
Entry URL:
CEO, Talkability Group: Fernando Figueiredo (Bullet)
Creative Director, VP: Mentor Muniz Neto (Bullet)
Creative Director: Adriano Cerullo (Bullet)
Planning Director: Denise de Cassia (Bullet)
Client Services Director: Fernando Melo (Bullet)
Operations Director: Caio Carvalho (Bullet Trade)
Account Director: Caroline Ciarleglio (Bullet)
Art Director: Leandro Mendes (Bullet)
Copywriter: Bruno Dias (Bullet)
Planner: Daniel Marques (Bullet)
Production Manager: José "Neno" Formiga (Bullet)
Producer: Guilherme Gaggl (Bullet)
Operations Manager: André Mencaroni (Bullet Trade)
Operations Manager: Paulo Cossa (Bullet Trade)
Client Services Director, Bullet Eventos: Juliana Queiroz (Bullet Eventos)
Account Manager, Bullet Eventos: Isabel Marques (Bullet Eventos)
Media placement: POS - POS - August 1st 2010

Describe the objective of the promotion.
Promote the relaunching of Omo Multiação, with its revolutionary technology in its Extra-Cleaning Particles formula: with a differentiated shape and unique composition, they help find dirt in fabrics and remove a greater variety of stains.

Describe how the promotion developed from concept to implementation.
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.

Explain why the method of promotion was most relevant to the product or service.
Omo has a 80% penetration in the target market, and so it is present in about 50 million homes in Brazil. In this context, the action did not have the intention of leveraging sales or increasing the consumer base, but rather to call attention to the innovation.

The main objectives were to materialize the new feature of the Extra-Cleaning Particles (which helps find dirt in fabrics) and reinforce the product’s concept (have a challenge) using an innovative mechanism. We've tried something new.

Describe the success of the promotion with both client and consumer including some quantifiable results.
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.