Brand Ex­pe­ri­ence & Ac­ti­va­tion Grand Prix

TBWA\RAAD, DUBAI, UAE, ‘OMO Tag’, Unilever Le­banon

ArabAd - - COVER STORY -

THE IDEA

Detergent brands have been do­ing sam­pling in the same way for years, in Le­banon and across the world. To over­come the difficulty of grab­bing peo­ple’s at­ten­tion at tra­di­tional shop­per mar­ket­ing points and re­in­force its “Dirt is Good” brand pur­pose, OMO Detergent de­cided to dis­rupt in­store sam­pling, mov­ing away from su­per­mar­kets and tak­ing its prod­uct to peo­ple’s clothes, be­fore they go out and get dirty. The brand in­tro­duced the OMO Tag, which is com­pletely made out of OMO laun­dry detergent and 100% wa­ter-sol­u­ble. To kick­start the sam­pling, OMO has part­nered with Sports 4ever, Beirut’s largest chain of sport­ing merchandise stores, where 5000 OMO tags were added on jer­seys of pop­u­lar play­ers, meant for kids and teenagers. And just like that, they got sam­ples into con­sumers’ hands, be­fore they knew.

It is so sim­ple and so dif­fer­ent. It’s a great ac­ti­va­tion from the ‘Dirt is good’ sta­ble and goes to show that size doesn’t mat­ter when it comes to great ideas. Brand Ex­pe­ri­ence & Ac­ti­va­tion Jury Pres­i­dent, Alan Kelly, Ex­ec­u­tive Cre­ative Di­rec­tor, Rothco Ac­cen­ture In­ter­ac­tive

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