OMO Father's Day

OMO, a laundry detergent brand, created an emotional video for Father’s Day to increase brand awareness and brand love in South Africa.

Campaign details

Brand: OMOLead Agency: Digitas LiquoriceRegion: EMEA

Strategy

Objective

Strategic Objective: Engagement

Details: Surprise and delight OMO consumers with an unconventional Happy Father's Day message and prompt them to share it with special Fathers they know. The campaign also served to build brand awareness and love by recognizing unconventional family structures in South Africa.

Target Audience

Specific Target Market: South African | Male & Female | 20 – 45

Details: We respected that many South Africans take on an unconventional parenting role for children that might not be their own but that this role...

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