With the creation of GALERIA, the brand shows the benefits of getting dirty
Recently, a fever took over the internet: a revolutionary supplement called Vitamin S. After several influencers confirmed their interest in the product and it appeared constantly sold out in its only sales channel, the brand revealed that all the miraculous attributes of this vitamin, were actually the benefits of when you live life with more intensity, without worrying about dirt or stains. Created and developed by the GALERIA.ag agency, the stunt rescues the iconic concept of OMO “Getting dirty is good.”
OMO is a brand strongly present in Brazilian homes and memories. And for this campaign, we decided to follow a more daring path than what is usually done in the brand’s communications, launching a supposed new product on the market, which would be able to generate curiosity, conversations on the networks and a feeling of surprise throughout the days, says Vinicius Menezes, marketing manager at OMO.
The campaign was divided into two phases. The first began with Manu Gavassi, who provoked the curiosity of his followers by posting a series of stories about Vitamin S. Betting on easter eggs and building desire, the campaign, which also relied on the social strategy and influence of GALERIA.ag, brought the unboxing of products from the fictional brand to be explored by influencers such as Pequena Lo, Juvi, Rafa Uccman and Jenny Araujo. Another differential of the first stage of the project was the Vitamina S website, which contained testimonials from consumers and the brand’s products, in addition to the vitamin itself, such as t-shirts and squeeze bottles, all of which, curiously, were always sold out.
In the second phase, which debuted last Friday (7/21), the campaign revealed that the magic Vitamin S formula simply does not exist, and that is why it was never available for purchase, and that, in fact, it was nothing more than an OMO action in favor of the benefits of getting dirty. With the beginning of the second stage, Manu Gavassi made a post talking about the fictional OMO vitamin, and the benefits of living without fear of getting dirty. And the narrative began to take over TV with special actions in programs such as Casa, and with an exclusive break from Conversa com o Bial during the break of Fantstico, last Sunday (23).
If all the benefits of getting dirty were available in one supplement, people would be lining up at stores and pharmacies. This is the provocation of Vitamina S, a fictional supplement, built by a strong design, media and influence strategy, so that people reflect on the benefits of getting dirty, explains Rafael Caldeira, executive director of creation and head of innovation at GALERIA.
