OMO: The Experience Plan(t)

Laundry detergent brand OMO used a multi-channel campaign to increase penetration and support its mission to create green playgrounds for all children in Vietnam.

Campaign details

Brand: OMOBrand owner: UnileverLead agency: Mindshare VietnamContributing agencies: Biz Eyes, Click Media, Creative HuntsMarket: VietnamIndustries: Laundry productsMedia channels: Events & experiential, Outdoor, out-of-home, Point-of-purchase, in-store, Social mediaBudget: 500k - 1 million

Executive summary

Children in Vietnam are losing the right to play outdoors due to the lack of green playgrounds across big cities. When there is nowhere safe to play, there is no play. As an advocate for outdoor play for decades, laundry detergent brand OMO evolved its core purpose from 'Dirt is...

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