The campaign was created and developed by Mediabrands and has activations spread across São Paulo
Omo announced the launch of a campaign to promote the brand’s new product, Omo Ultra Power. The communication aims to impact the brand’s consumer, in addition to getting closer to the younger public to strengthen ties with the new generation.
The campaign was created and developed by Mediabrands and features a video that praises those who approach life in an “ultra way” and presents situations in which people get dirty doing what they like and having fun without worrying.
“Getting dirty is good: this is historically Omo’s concept. Based on this reasoning, we built a narrative where people allow themselves to live life in an ultra way without worrying about getting dirty. We produced several scenes to be used on multiple platforms with the with the aim of connecting with different audiences and contexts”, said Fabio Nunes, MullenLowe Creative Director.
In addition to the film, Omo also developed a 3D Cube that will be displayed at the Cidade So Paulo shopping mall, located on Avenida Paulista. In a playful way, the initiative stages a machine washing very dirty clothes, but which come out clean after using the new Ultra Power.
Residents of So Paulo will also be impacted when passing through the same avenue and, as they walk along the sidewalk, they will be able to observe the special street clocks, which show the product falling from the packaging, alluding to liquid soap being poured directly from the bottle. To complement the activations, the brand also created OOH activations that will be spread across all regions of the city.
“Ultra Power reflects an important process of technological development and the launch deserves an ultra campaign to connect the Brazilian public to this product that delivers so much in washing technology. We want to encourage people to live ultra, having fun and doing what they love , without any concern about dirt”, explained Giovanna Gomes, CMO of Home Care Americas at Unilever.
