Omo Promo, Case study SUPER NICE by, Neogama, New Content

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Industry Washing powders & Detergents
Media Promo & PR, Case study
Market Brazil
Agency Neogama
Art Director Larissa Vaz, Marcos Ceravolo
Copywriter Flávia Boggio
Agency New Content
Creative Director Marcelo Páscoa
Released November 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: UNILEVER
Product/Service: OMO
Date of First Appearance: Nov 5 2010
Entrant Company: NEW CONTENT, Sao Paolo, BRAZIL
Entry URL:
Chief Executive Officer: Giovanni Rivetti (New Content)
Chief Creative Officer: Roberto Feres (New Content)
Creative Director: Marcelo Páscoa (New Content)
Creative & Planning: Felipe Simi (New Content)
Copywriter: Flávia Boggio (New Content)
Art Director: Marcos Ceravolo/Larissa Vaz (New Content)
Film Director: Fernanda Weinfeld (New Content)
Chief Operations Officer: Raphael Alcântara (New Content)
Account Manager: Marcelo Oliveira/Luciana Forster (New Content)
Chief Financial Officer: Edoardo Rivetti (New Content)
Executive Producer: Ricardo Justus (New Content)
Production Coordinator: Tathiane Pires (New Content)
Media Director: Malu Lopez (Unilever)
Marketing Manager: Regina Camargo (Unilever)
Marketing Coordinator: Arthur Sorelli/Thaís Azevedo (Unilever)
Media placement: Sitcom - 3 Websodes - Website, YouTube & Facebook - November 5th 2010
Media placement: Sitcom 30'' TV Teaser - Globo - November 5th 2010
Media placement: Sitcom Magazine Print Teaser - Ana Maria, Minha Novela, Tititi, Viva Mais - November 26th 2010
Media placement: Sitcom Radio 45'' Spot Teaser - Band, Transcontinental, Vanguarda And 15 Others. - November 10th 2010
Media placement: Sitcom Electronic Outdoor - TVO And TV Minuto - November 16th 2010
Media placement: Nice's Webshow - 21 Videos - Website, YouTube & Facebook - November 16th 2010
Media placement: Nice's Magazine Column - Ana Maria And Malu - February 8th 2011
Media placement: Nice's TV Sketch - Globo / Mais Você - February 3rd 2011
Media placement: Nice's Radio Tips - 2 Spots - Capita, Globo And Tupi - January 27th 2011

Insights, Strategy & the Idea

OMO, the leading brand in laundry detergent in Brazil, launched its liquid version: OMO Liquid Super Concentrated. Despite all efforts on a strong advertising campaign, the product’s sales suffered with an unexpected local cultural barrier. Target consumers did not believe their housemaids could learn how to use OMO’s new version. But in a country where 19% of the employed women are housemaids, how to prove they could do it without being prejudiced?
Our answer came from the entertainment world, where a newcomer employee captivates people and changes the whole environment around for better, as seen in movies such as “Mary Poppins” and “The Sound of Music”.
We created a branded sitcom called “Super Nice”. Nice is a young super-maid willing to promote some changes in the home of her new employer, a conservative housewife resistant to anything new.

Creative Execution
As opposed to what happens in a typical home in Brazil, it was Nice who convinced her employer to use OMO Liquid Super Concentrated.
We inverted the typical employer-employee relationship and millions of consumers were surprised with that fact in the sitcom’s premiere on web and also in adaptations made for TV, radio, magazine, and electronic outdoor billboard.
Nice became aspirational for both housewives, who wanted to hire her, and housemaids, who took her for a role model.
We then gave life to our character as a housekeeping expert and she took the product everywhere. Nice gained a weekly sketch in the most watched feminine TV show in Brazil and a column about housekeeping in a magazine. Nice writes daily on her blog and personally interacts with users in Facebook, Twitter and Formspring. A “Super Nice” legion of 150 supermarket sales promoters dressed as our character was also born.

Results and Effectiveness

Nice established a strong bond with consumers. In her webshow, she became one of the 5 most watched video bloggers in Brazil. More than achieving over half a million views of the “Super Nice” videos on YouTube, and 20 000 fans on Facebook, we overcame cultural barriers that made OMO Liquid Super Concentrated sales grow 194% in 4 months, finally reaching the expected market share. The branded sitcom “Super Nice” made consumers believe in their housemaids, so they could also believe the product.