In 2005, Unilever introduced a powerful concept called "Năng Lượng Xanh" (Green Energy), which existed solely in their OMO Năng Lượng Xanh laundry detergent. To launch this unique product, Unilever embarked on a campaign named "OMO - Những Chiếc Túi Tài Năng" (OMO - Bags of Talent), awakening children's talents without worrying about stains on their clothes. This campaign marked a significant departure from the conventional laundry industry's "Dirt is Good" philosophy.
Challenging the Conventional Perception
For over a decade in Vietnam, detergent brands have engaged in an everlasting battle of timeless messages like "Whiter than white," "Optimized stain removal," and "Super molecules." In the general public's perception, laundry detergents were considered enemies of dirt. Logically, if there were stains, there was a detergent to eliminate them. OMO, since its entry into the Vietnamese market, had gradually built its brand as the leading laundry detergent, known for its ability to remove even the toughest stains. However, in March 2005, OMO decided to challenge the industry's norms and embrace the "Dirt is Good" philosophy.
Campaign Objectives
Propel the shift in the "Dirt is Good" concept.
Foster brand trust and consumer awareness that stains are a positive part of life.
Insight
Mothers in emerging and developing markets in Asia still believed that dirt is undesirable. They associated dirt with uncleanliness and considered it detrimental to their families' well-being. Children often hid their creative ideas within the pockets of their clothes, along with various stains. These stains unintentionally remained trapped in the pockets until the mothers discovered them during laundry, finding them dry and challenging to remove. OMO seized upon this underlying understanding to seek something that mothers would readily agree to and support.
Strategy
Persuade mothers that allowing children to get dirty is beneficial.
By embracing dirt, Vietnamese mothers believed their children could experience valuable life lessons more fully. Once mothers understood that getting dirty could provide their children with opportunities to learn precious life lessons, they would appreciate the importance of dirt in a child's life and the invaluable experiences it brings.
Introducing a Breakthrough Product
OMO launched a new laundry detergent called "OMO Năng Lượng Xanh" (OMO Green Energy) with a revolutionary formula that could quickly and effectively remove even the toughest stains, allowing children to get as dirty as they pleased.
Creative Idea
The pockets of children's clothes were the hiding place for their creative ideas and various stains. Thus, this OMO campaign focused on these "bags of talent." It aimed to create an environment where children could express and develop their creativity and talents without fear of getting dirty, with the underlying spirit of "play, learn, and embrace dirt."
Execution
The campaign was executed in three stages:
Teaser Phase: OMO generated curiosity and desire for the new "Năng Lượng Xanh" line through teaser TV commercials, print ads, and laser displays.
Product Introduction: OMO introduced the new "OMO Năng Lượng Xanh" detergent, specifically designed to tackle even dried-in stains, highlighting the insight about "children's dirty pockets."
Consumer Engagement: OMO organized activities that fostered connections with consumers, providing opportunities for parents to support their children's talent development without fear of stains.
Public Relations and Activation
OMO conducted product demonstrations in supermarkets and markets across different provinces. The program included introducing the new OMO Năng Lượng Xanh detergent, product demos, Q&A sessions, and lucky draws.
Point of Sale Marketing (POSM): For traditional channels, Unilever deployed banner and poster displays, including:
Banners and hanging decorations in stores.
Display shelves (wooden boards, massive displays) in stores.
OMO branding on distribution trucks.
For supermarkets, Unilever implemented:
Entrance greetings at supermarket entrances.
Topboards and shelf decorations, with special focus on wobblers in the washing machine section.
Out of Home (OOH)
Unilever implemented banner and billboard displays throughout the streets, including:
40 banners on prominent buildings.
218 advertising boards at bus stops.
300 banners displayed on various streets.
22 banners at local markets.
OMO utilized print advertising to further promote the campaign.
Event
On July 16-17, 2005, OMO organized a grand event called "OMO - Những Chiếc Túi Tài Năng" (OMO - Bags of Talent). The event featured 14 engaging games aligned with the slogan "play, learn, and embrace dirt." The event provided children with opportunities to showcase their creativity and talents.
Results
The "OMO - Những Chiếc Túi Tài Năng" campaign, which challenged the prevailing "Dirt is Good" concept, achieved remarkable success:
OMO secured a 50.8% market share by volume, while TIDE only held 13.5% by December 2005.
OMO attained a 57.6% market share by value, while TIDE had a share of only 14.5% by December 2005.
Conclusion
The "OMO - Những Chiếc Túi Tài Năng" campaign marked a pivotal moment in redefining the perception of dirt. By encouraging children to get dirty and promoting the positive aspects of stains, OMO successfully captured the market, establishing itself as the leading laundry detergent brand in Vietnam.