OMO, The Little Love Story of Uyen

OMO, a brand of laundry detergent, designed a platform combining gaming, music, audio and entertainment to make a low involvement category such as washing more fun and engaging in Vietnam.

Campaign details

Brand: OMOLead Agency: MindshareRegion: Vietnam

Strategy

Objective

Most Vietnamese women use a hand wash detergent even for Machine wash, but there is lack of awareness and education. However, laundry is a boring subject. Nobody likes another boring lecture on how to do laundry.

To get their attention and to change their purchase behaviour, we had to do something different.

Target Audience

Vietnamese women nowadays are positive, active, and enjoy life through their connected world, especially with their mobile.

They spend time on social media, music, gaming and entertainment content. (More than 80 mins...

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