Lead Agency: Digitas Liquorice
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.
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 should be appreciated. Therefore, in setting our target market wide, we were confident we'd reach these unconventional 'parents' and 'father figures' with a message that resonates with them and that is often unappreciated.