OMO has been doing a great job in Vietnam detergent market, especially in the premium tier. However, rumors about this product has been spreading by words of mouth that has no evidences to prove.
‘washing of the color’ ‘lots of bleaching’ ‘no safe for hand’ are the biggest assumption about this powder detergent. In this campaign the team came up with the idea ‘cleaning up the misperceptions’.
WIPING OUT THE RUMORS
In the film, we surprised our user by pointing out the rumors that everyone is so sure about OMO. After that, the OMO mom come and solving all of these misperception by the product itself.
Nationwide version
Western version
The misperception between Western side and the rest of Vietnam about OMO is different, this could be effected by geography and the environment. To highlight that better, OMO brand team has invested a different film using the tone of voice for the Mekong delta area to make the audience feels more related and turned out it worked effectively.
THE LAUNDRY SONG
To spread this message ‘0% bleach’ out, we created a song and worked with a KOL that familiar to our audience. This song is easy to cover, the beat is made of the laundry sounds like shaking the bag, knock on the basin, cleaning the clothes and so on.
tammybytaam.com 