Campaign details

Brand: OMO
Brand owner: Unilever
Lead agency: Mindshare Vietnam
Contributing agencies: Lowe, Biz-Eyes, Pokkt, Google
Country: Vietnam
Industries: Laundry products
Media channels: Competitions & contests, Content marketing, Mobile & apps, Outdoor, out-of-home, Programmatic display
Budget: 1 - 3 million

Executive summary

Thousands of Vietnamese children spend up to six hours a day looking at a screen. They prefer a smartphone with games, cartoons and toy review videos to any kind of outdoor sports, or even to communicating with others.

This ‘head-down’ syndrome gets worse during the school holidays, when kids have plenty of spare time and their parents just want to keep them occupied. Handing over a mobile phone or tablet becomes the most convenient escape route for parents, despite them being well aware that those addictive devices are hazardous for young ones.