OMO: Not another Tide ad, but probably the dullest content in history for the least active kids in history

Tahaab Rais, Aakriti Goel

OMO, the laundry detergent brand, used social media, PR and educational content to change attitudes and increase sales in the Middle East.

Campaign details

Brand: OMOBrand owner: UnileverLead agency: FP7/DXBContributing agencies: PHD Dubai, Magna MENA, Mint Mena, GoogleCountry: Middle EastIndustries: Laundry productsMedia channels: Content marketing, Livestreaming, Online display, Online video, Social media, Word of mouth, advocacyBudget: Up to 500k

Executive summary

Kids today are the least active kids in history as they spend, on average, less than an hour a day playing outside and getting dirty. This means they spend 23 hours idle and inactive.

That's not always so good for a washing-powder brand like OMO, whose philosophy...

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