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OMO
Not Another Tide Ad, but the Dullest One in History Showing the Least Active Kids in History.

RAN IN:

CLIENT
Unilever MENA

AGENCY
FP7/DXB (A part of McCann Worldgroup) *Lead Agency

Tahaab Rais, Regional Head of Strategic Planning
Nima Askari, General Manager - Business Unit
Aakriti Goel, Strategic Planning Manager
Layal Sayed, Account Director
Dima Malaeb, Account Manager
Nael Girgis, Social Media Executive
Oliver Robinson, Executive Creative Director
Katarina Vasilj, Art Director
Fanny Abou Rached, Copywriter
Karol Akl, Producer


PHD UAE


Magna MENA Dubai


MINT MENA


SUMMARY

Owing to cultural norms in the Middle East, dirt isn’t considered good. So, kids remain indoor and inactive. OMO’s “Dirt is good” positioning wasn’t resonating.  We moved parents to experience how kids today are the least active kids in history, through a 23-hour video of a kid’s typically inactive day. Through the longest-ever cross-platform livestream, we provoked attention from parents, simultaneously educating them about the importance of physical activity and getting dirty for their kids. Achievements: Most-watched live-stream in MENA. +22% stain removal equity. +129% brand conviction. +98.3% sales increase.

CASE VIDEO


Hero Medium: SOCIAL MEDIA

Medium Featured On Video: BRANDED CONTENT;CONSUMER INVOLVEMENT/USER GENERATED;ECOMMERCE;EVENTS;GUERILLA;INTERACTIVE/ONLINE;MOBILE/TABLET;PR;SOCIAL MEDIA;SPONSORSHIP;Livestreams on Facebook, YouTube Mastheads and Twitter.

Audience: Mothers

Objectives: Build brand equity

Type: Business to Consumer

Classification: Multinational

Language: English