OMO: Less screen time, more play time

Detergent brand OMO created a campaign to get mums in Vietnam to spend less time on their phones and more time with their kids in summer, using TV, digital and OOH advertising.

Campaign details

Brand: OMOBrand owner: UnileverLead agency: Mindshare VietnamContributing agencies: Lowe, Biz-Eyes, Pokkt, GoogleCountry: VietnamIndustries: Laundry productsMedia channels: Competitions & contests, Content marketing, Mobile & apps, Outdoor, out-of-home, Programmatic displayBudget: 1 - 3 million

Executive summary

Thousands of Vietnamese children spend up to six hours a day looking at a screen. They prefer a smartphone with games, cartoons and toy review videos to any kind of outdoor sports, or even to communicating with others.

This ‘head-down’ syndrome gets worse during the school holidays, when kids...

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