T-SHIRT by Neogama for Omo

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T-SHIRT

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Industry Washing powders & Detergents
Media Promo & PR
Market Brazil
Agency Neogama
Executive Creative Director Alexandre Gama
Creative Director Marcio Ribas, Wilson Mateos, Wilson Mateo
Art Director Daniel Leitao
Copywriter Silvio Amorim
Account Supervisor Oleg Koshevoy
Released April 2010

Credits & Description

Category: Ambient Promotion: Small Scale
Advertiser: UNILEVER
Product/Service: DETERGENT
Agency: NEOGAMA/BBH
Date of First Appearance: Apr 25 2010 12:00AM
Entrant Company: NEOGAMA/BBH, São Paulo, BRAZIL
Executive Creative Director: Alexandre Gama (Neogama BBH)
Creative Director: Márcio Ribas (Neogama BBH)
Creative Director: Wilson Mateos (Neogama BBH)
Art Director: Daniel Leitão (Neogama BBH)
Copywriter: Silvio Amorim (Neogama BBH)
Account Director: Maria Gloria Moya (Neogama BBH)
Account Supervisor: Oleg (Neogama BBH)
Producer Director: Kiyoshi Takahashi (Neogama BBH)
Producer assistent: Gloria Gross (Neogama BBH)
Producer Manager: Daniel Terlizzi (Neogama BBH)
Head of Planning: Eduardo Lorenzi (Neogama BBH)
Planning Director: Karina Busquets (Neogama BBH)
Planning Manager: Diana Junqueira (Neogama BBH)
Laundry Vice President for Latin America: Ricardo Sapiro (Unilver)
Dirt Is Good Director for Latin America: Andréa Napolitano (Unilever)
Dirt Is Good Brand Coordinator for Latin America: Maria Cláudia Toffoli (Unilver)
Ilustrator: Michael Cox
Media placement: Promotional Action - Promotion In Supermarkets - 25/04/2010

Describe the objective of the promotion.
The brief was to highlight OMO’s performance as the best detergent to remove various kinds of stains.

Describe how the promotion developed from concept to implementation
We created a free gift that also worked like a product sample. It was a magnet that could be used as an erasable notepad, and it also featured colored pens and an eraser. The notepad was shaped like a T-shirt and the eraser was a miniature OMO pack. This gift was distributed to consumers and potential consumers at several POPs.

Describe the success of the promotion with both client and consumer including some quantifiable results
At a low cost, this project achieved two goals. First, it worked as a traditional distribution of useful gifts to consumers. Second, it raised OMO’s brand awareness by reminding consumers that OMO is the best detergent to remove stains.

Explain why the method of promotion was most relevant to the product or service
Every time the gift was used, consumers were reminded that OMO is the best way to keep their clothes clean.