With the Lava a Zica campaign, created by Soko, the OMO brand invited Cafú and encourages Brazilian fans to wash their lucky clothes with washing powder, which for the 2022 World Cup is also being sold in the version with green spheres and yellow. In a video for Tiktok, the player appears preparing himself in a mini ritual with coarse salt and incense, ending with OMO to wash the zica off his lucky shirt.
The campaign went further with the action of “buying the silence” of the twitterer LEGADÃO™, which mocks all the games. OMO interacted to “wash this zica” in Brazil’s debut in the World Cup and ensured that the twitterer didn’t give a tip on the match.
The action turned the OMO profile into a hero and generated comments such as “I’m eating washing powder to thank you”. The initiative was created by DZ Estúdio, the brand’s digital agency, and was responsible for a 62.70% increase in engagement and 68.87% in impressions compared to the previous day.
With the help of its ambassador, Tadeu Schmidt, the brand invites followers to share their superstitions and rituals to attract luck with the hashtag #LavaAZica using the network’s native language. The action also features a team of creators, including Matheus Costa, Larissa Gloor, Pedro Certezas, Senhor Algo and Eliziane Berberian.
The special version with green and yellow spheres will be available exclusively on e-commerce and can be requested via Alexa with the command “Alexa, open perfect wash” or on the Amazon website. The virtual assistant even gives tips to the user on how to wash the zica and attract luck to the fans.
So, have you washed your zica yet?
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