OMO: Less Screen Time, More Play Time

OMO, a detergent brand, successfully increased its positive brand metrics and market share by launching a mobile advertising campaign that alerted Vietnamese parents about the time they spent online.

Campaign details

Brand: OMOLead Agency: Mindshare VietnamRegion: APAC

Objective

Vietnam is characterized by an exceptionally rapid uptake of connected devices, especially smartphones and tablets. However, parents' high involvement in technology meant a disproportionate choice of entertainment for their kids as well.

Children prefer a mobile phone or a tablet to play games, to watch cartoons or toy review videos to play outdoor sports or even to communicate with others. This 'head-down' syndrome gets worse during summertime, as kids have plenty of spare time. Even their parents just want to keep them occupied. Handing over a...

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