Omo: Digital

Credits & Description:

Client: Omo
Product: "Dirt Is Good" Relaunch
Agency: Fp7/Dxb Dubai, United Arab Emirates
Entrant: Fp7/Dxb Dubai, United Arab Emirates
Product/Service: "Dirt Is Good" Relaunch
Idea Creation: Fp7/Dxb Dubai, United Arab Emirates
Media Placement: Phd Dubai, United Arab Emirates
Media Placement 2: Magna Global Dubai, United Arab Emirates
Pr: Fp7/Dxb Dubai, United Arab Emirates
Production: Mint Mena Dubai, United Arab Emirates
Executive Creative Director: Paul Banham / Oliver Robinson (Fp7/Dxb)
Art Director: Katarina Vasilj (Fp7/ Dxb)
Copywriter: Fanny Abou Rached (Fp7/ Dxb)
Regional Head Of Strategic Planning: Tahaab Rais (Fp7/Mena)
Strategic Planning Manager: Aakriti Goel (Fp7/Dxb)
General Manager – Business Unit: Nima Askari (Fp7/Dxb)
Account Director: Layal El Sayed (Fp7/Dxb)
Account Manager: Dima Malaeb (Fp7/Dxb)
Social Media Executive: Nael Girgis (Fp7/Dxb)
Design Director: Erol Salcinovic (Fp7/Dxb)
Head Designer: Kuba Skowronski (Fp7/Dxb)
Senior Digital Art Director: Rey Amio (Fp7/Dxb)
Senior Digital Designer: Shebin Mohanan (Fp7/Dxb)
Digital Art Director: Ramesh Palur (Fp7/Dxb)
Producer: Karol Akl (Mint Mena)
Director: Mark Williams (Renegade)
Director: Marc Karam (Made In Saudi)
Supporting Director: Emile Slailati (Made In Saudi)
Head Of Creative Agencies Mena: Alex Brunori (Google)
Director Planning: Daniel Shepherd (Phd)
Associate Director Planning: Sandra Essa (Phd)
Executive Digital Planning: Sanaya Zubairy (Phd)
Media Manager: Trudy Fernandes (Magna Global)
Media Supervisor: Ines Amor (Magna Global)
Sales Director: Fouad Chakhtoura (Magna Global)
Published: May 2017
Video URL: https://www.youtube.com/watch?...

Short Synopsis:
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. All the free time they have (besides food, sleep, studying and bathroom breaks) is most likely spent with electronics, which are preferred by parents in the Middle East; they believe, based on cultural norms, that keeping their children clean is associated with better parenting.
That’s not always so good for a washing powder brand like OMO, whose philosophy is “Dirt is Good”. OMO is a brand that promotes an active lifestyle, because playing and getting dirty is crucial for kids’ learning and healthy development. OMO believes that every time kids come back with stains, they’re coming back with experience too.
Our goal was to shed light on the reality of kids’ lives today.
To provoke parents and get them to get their kids off couches and beds, we showed them the reality of their kids’ lives in an unconventional way.
To wake parents up to the fact that kids today are ‘the least active kids ever’ and spend on average 23 hours a day inactive, we created the longest live stream in Facebook’s history; a 23-hour video showing a kid doing absolutely nothing, apart from sleeping, playing video games, checking in on social, watching Netflix and hover-boarding his way to and from the kitchen.
The videos were long and boring for good reason, as they were a live, visual representation of kids’ lives today. Their one purpose was to depict exactly what kids spend their day doing. No exaggeration, just a literal translation based on global research.

Synopsis:
The Campaign:
Our goal was to shed light on the reality of kids’ lives today.To provoke parents and get them to get their kids off couches and beds, we showed them the reality of their kids’ lives in an unconventional way.
To wake parents up to the fact that kids today are ‘the least active kids ever’ and spend on average 23 hours a day inactive, we created a very, very long, dull ad; i.e.the longest live stream in Facebook’s history - a 23-hour video showing a kid doing absolutely nothing, apart from sleeping, playing video games, checking in on social, watching Netflix and hover-boarding his way around.
The video was long and boring for good reason, as it was a live, visual representation of kids’ lives today. Its one purpose was to depict exactly what kids spend their day doing. No exaggeration, just a literal translation based on global research.
Creative Execution:
Along with the 23-hour live stream on Facebook and other social media channels (YouTube, Vimeo and Twitter via Periscope), we also made a 7-hour video about screen time. And a 4-hour one about TV time.
With parents debating the inactivity of #KidsToday, we switched from provoking them, to helping them.
We teamed up with child psychologists who responded online in real time, explaining the importance of active play.
We launched shorter films where kids reminded their parents that if they aren’t encouraged to get off the couch, more of them will end up depressed, obese, or with learning difficulties.
Webisodes were created with medical professionals to help parents overcome key challenges.
And ambient messaging in playgrounds drove parents online to know more about the campaign.
Finally, we turned eBay into an advertising channel by giving away kids’ swings and slides for free, to help encourage more outdoor play.
Parents spent an average of 5 minutes 9 seconds watching the ad vs the global average of 24 seconds; which makes it one of the most viewed live streams on YouTube and Facebook to date. 1.3 billion seconds in just 23 hours.
But more importantly, the ads highlighted the inactive lifestyles of #KidsToday which ignited a fierce debate online, received 5.94 million interactions in just 23 hours, with 3.4 million hashtag mentions (#KidsToday), 3.3 million Twitter mentions, 1.97 million Facebook mentions and 40,000 comments on YouTube.
The campaign was the most successful digital and social campaign in OMO’s history.
Even leading TV channels programmed content to focus on kids' activity.
By the end of the campaign, 82% of parents voted to get their kids outside more often. Now that’s good news for both kids, and washing powder brands.
OMO sales increased by 98.3% vs. the same period last year.
Research shows that kids spend less than 1-hour a day engaged in physical activity, which means for 23-hours they are idle and inactive.
To provoke parents, we quantified the amount of time kids spend idle or with gadgets, and brought it to life through a connected content campaign across channels, that included:
(1) 23-hour livestreams on social media,
(2) an online film,
(3) branded content webisodes,
(4) PR,
(5) social media engagement between child psychologists and (1) parents,
(6) ambient messaging in playgrounds,
(7) an eBay partnership, and
(8) influenced TV content programming.
Global research shows that kids spend less than 1-hour a day engaged in physical activity, which means 23 hours idle and inactive. They also spend an average of 7 hours in front of screens and 4 hours watching TV.
Parents are aware that this generation is born into technology, but aren’t aware of the time their kids spend with gadgets, and often try to distract them by giving them screens as a bribe.
So, to provoke them and give them a reality check, we decided to quantify the amount of time kids spend idle or with gadgets.We knew that if we showed them the reality as is, they would listen, even if the truth made them angry.
After provoking them, we wanted to switch tactics and help them, by explaining the benefits of active and outdoor play and giving tips on how to limit gadget time, and increase play time.