Category: Best Use of Screens
Advertiser: UNILEVER
Product/Service: WASHING POWDER
Agency: NEOGAMA/BBH
Chief Creative Diretor: Alexandre Gama (Neogama BBH)
Creative Director: Márcio Ribas (Neogama BBH)
Copywriter: Fenando Silva (Neogama BBH)
Art Director: Felipe Massis (Neogama BBH)
Producer Director: Mariah Bayeux (Neogama BBH)
Account Supervisor: Pedro Fragata (Neogama BBH)
Chief Media Director: Luciana Schwartz (Neogama BBH)
Media Director: Maria Luisa Lopez (Unilever)
Media Director: Gabriela Sutherland Azevedo (Neogama BBH)
Planner Director: Karina Busquets (Neogama BBH)
Media Director: Rodrigo Rodrigues (Neogama BBH)
Media Manager: Media Director (Neogama BBH)
Manager: Paula T. Lopes (Unilever)
Account Manager: Guilherme Nogueira (Neogama BBH)
Market Development Omo : Renata Assunção (Unilever)
Media Coordenator: Rodrigo Lima (Neogama BBH)
Media Coordenator: Denise Lima (Unilever)
Account Executive: Natalia Gramari (Neogama BBH)
Planner: Mercedes Barusso (Neogama BBH)
Media placement: TV - Globo - 9 April 2012
Media placement: TV - Globo - 22 April 2012
Media placement: TV - SBT - 12 April 2012
Media placement: TV - SBT - 14 April 2012
Media placement: TV - SBT - 15 April 2012
Media placement: TV - SBT - 22 April 2012
Insights, Strategy & the Idea
The goal was to launch a new variant of OMO, Unilever’s main product in Brazil. OMO detergent with wash boosters delivers the product’s well-known quality now also in a quick wash.
Brazilian women care a lot for their families, and taking good care of their clothes symbolizes this. These women have built a solid relationship with OMO; thanks to this, OMO has become a market leader in Brazil and the brand with the most recall in its segment.
Brazilians already know that OMO is unbeatable, but since we were launching a new product, it was necessary to convey the benefits of Wash Boosters.
So we came up with the idea of taking the boosting capabilities of the product to the media by speeding up commercial breaks.
The distinct format materialized the benefit of the product, showing Brazilians the power of OMO.
Creative Execution
Each day, we have less and less time. Our chores take up all of our day. OMO knows how valuable time has become and the importance of reducing the time we spend on “boring things”. In addition to reducing washing time, OMO developed an unprecedented action in electronic media to speed up the commercial break, thus materializing the power of Wash Boosters. This way, a 3-minute break with several commercials ended up lasting just 30 seconds.
The project is part of OMO’s main campaign for the year, which focuses on the TV and online adaptations. The campaign included ads on several different TV programs on Rede Globo and SBT, as well as networks directed at women on Pay TV. To complement the project, we held actions involving TV show hosts, they would announce the commercial break (like they normally do) and then talk about the new product.
Results and Effectiveness
Due its uniqueness, implementing the action was a challenge. The brand achieved differentiation and demonstrated the power of OMO. Right after the action was aired, several positive comments on social networks were posted.
The project aimed at presenting the main functionality of the product and allowing the brand to achieve differentiation in the Brazilian media and in its segment. The brand also managed to preserve the essence of its relationship with consumers.
This is confidential information, but we’ve recently achieved a 2% market share growth and this campaign will contribute to further growth.