OMO: The dullest ad in history for the least active kids in history

Tahaab Rais, Aakriti Goel

OMO, the laundry detergent brand, used a provocative campaign about the importance of outdoor play for children to increase sales in the Middle East.

Campaign details

Brand: OMOBrand owner: UnileverLead agency: FP7/DXB (A part of McCann Worldgroup)Contributing agencies: PHD Dubai, Magna DubaiCountry: United Arab EmiratesIndustries: Laundry productsMedia channels: Content marketing, Online display, Online video, Other & ambient media, Public relations, Social mediaBudget: 500k - 1 million

Executive summary

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; which means they spend 23 hours idle and inactive.

That's not always so good for a washing powder...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands