Brand Experience & Activation Grand Prix
TBWA\RAAD, DUBAI, UAE, ‘OMO Tag’, Unilever Lebanon
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