OMO: The Right to Play

Detergent brand OMO took a multichannel approach to create a regionally relevant approach to its 'Dirt is Good' philosophy and increase share, value and sales volumes in the United Arab Emirates.

Campaign details

Brand: OMOBrand owner: UnileverLead agency: FP7 McCann DubaiContributing agencies: Magna Global UAE, PHD Dubai, GoogleCountry: Middle East & North AfricaIndustries: Laundry productsMedia channels: Content marketing, Events & experiential, Online display, Online video, Public relations, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

OMO, a detergent brand with a global philosophy of Dirt is Good, promotes an active lifestyle, based on the idea that playing and getting dirty is crucial for kids' learning and development. But in the Middle East, owing to cultural...

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