Omo Promo, Case study NEW WORLD by Neogama

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Industry Washing powders & Detergents
Media Promo & PR, Case study
Market Brazil
Agency Neogama
Creative Director Rosie Arnold
Creative Hamish Pinnell, Justin Moore-Lewy
Released September 2010

Credits & Description

Category: Best Use of Screens
Advertiser: UNILEVER
Product/Service: OMO
Agency: BBH
Date of First Appearance: Sep 20 2010
Entrant Company: NEOGAMA/BBH, São Paulo, BRAZIL
Creative Director: Rosie Arnold (BBH)
Creative: Hamish Pinnell (BBH)
Creative: Justin Moore (BBH)
Account: Melissa Moffit (BBH)
Account: Neil Yoxall (BBH)
Account Director: Maria Gloria Moya (Neogama/BBH)
Account Manager: Fernanda Leite (Neogama/BBH)
Executive Media Director: Luciana Schwartz (Neogama/BBH)
Media Director, Unilever: Gabriela Sutherland Azevedo (Neogama/BBH)
RTVC: Ruben Mercadal (BBH)
RTVC: Molly Pope (Stink)
RTVC: Maxie Fox (Neogama/BBH)
RTVC: Mariana Barbiellini (Neogama/BBH)
Production Company: (Stink(Londres))
Production Company: (Lobo(São Pualo)
Audio: (Coletiva)
Vice President, Global Marketing: Aline Santos (Unilever)
Marketing Manager: Luciana Sales (Unilever)
Media Director: Maria Luisa Lopez (Unilever)
Senior Marketing Director: Arthur Sorelli (Unilever)
Media placement: TV Campaign - 1 Spot - Rede Globo TV - 20 September 2010

Insights, Strategy & the Idea
The idea was to advertise the launch of the OMO liquid detergent in order to convert powder detergent users into consumers of this new version, thus increasing profitability. We focused on the wave – the campaign’s main icon – to show how powerful the product is and how easily it eliminates dirt. Based on this, we created a graphic intervention through which a wave could be seen during the commercial break for 105 seconds. It started during the OMO commercial, then it invaded those of other brands. The intervention was aired on Brazil’s largest TV network during the commercial break of their top-rated program, the 8pm soap opera, which is extremely relevant to our target audience (women). The originality of the action plus the fact that it showcased the product’s functionality in a relevant way generated high impact, helping the client achieve the goal of generating awareness about the launch.

Creative Execution
The solution was to split the OMO commercial into two parts and to include three commercials of other brands in the middle. This way, the OMO liquid wave started in part one, invaded the other commercials, and ended in part two. In order to implement this solution, we needed the approval of the OMO marketing team, as well as the marketing teams of the other Unilever brands involved. Broadcast TV – which has 98% penetration – was perfectly suited for the grand launch of the new OMO liquid detergent. It was also the only media vehicle capable of generating quick responses while reaching the largest possible number of consumers. The action took place on the largest TV network in Brazil, Rede Globo. We chose the 8pm soap opera, the most watched program on Brazilian television and a favourite among our target audience. The action reached 33 million people of the target.

Results and Effectiveness
The action had a great impact, which could be verified through the buzz on social networks. This demonstrates that consumers got the message that something new and relevant was happening in the market.
OMO liquid detergent sales went up by 25% during the month in which the campaign was launched compared to the previous month. This also demonstrates that the action featuring the wave was not only unexpected, but generated high visibility for the brand.