Aller Media AS
Karvesvingen 1, 0579 Oslo
Tel: +47 21 30 10 00
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Org.nr. NO 910 119
877
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OMO created washing pleasure
Because OMO convinced readers that they are the BEST at color preservation. And you save on electricity, because with OMO Color you wash your laundry clean, even on low heat.
- "It's really fun that OMO won! Despite the fact that detergent is of low interest to consumers, OMO managed to achieve an insane amount of advertising attention in the campaign," says Lisbeth Langnes, Strategic Group Account Manager at Aller Media.
Langnes says that they were able to reinforce the associations that with OMO you can wash at a low temperature and both preserve the colors and save electricity. In addition, they saw a big boost in Top of mind and purchase intent.
OMO's challenge is that the entire laundry detergent category is in decline. OMO's target was therefore to only decline by 5.5%, which is half of what the category decline was the previous year, which is considered growth.
But in the campaign with Aller Media, they dropped by only 3.9%, which is a strong over-deliver on the target.
- Holy cow, this was great! We were aware that the pulse was carried out in a good way and that the results were very good. But it's extra fun to see that the case stands up well in competition with other strong players. This is yet another confirmation of good communication work from all parties involved. Now we're looking forward to seeing how the case stands up in the final. Prekæs!
Henrik Christensen, Brand Manager at Orkla
So what's the secret?
Bjørn Devold Eidsvig is a strategic advisor at OMD and account manager for OMO. He believes the case won because it helped create very good results for OMO in a highly competitive laundry market.
- It's great that OMO won Q1 in Aller Best! The case had a green thread from insight and ideas to results, and by using large parts of Aller Media's toolbox, interspersed with warmth and charm, they managed to create a lot of attention for the two warm OMO guys from Fredrikstad, Kjell and Tore," he says.
Lisbeth Langnes agrees.
- We also played on relevance, including linking ads to articles about saving electricity. This proved successful. There was an extreme focus in the media on electricity prices and energy savings in January. Color preservation is the basis of all communication for OMO, and the fact that they linked this to washing on low heat, while saving electricity and money, hit the mark," she says.
OMO created an emotional communication universe with Kjell and Tore, and with these guys at the helm, they hit the target audience with high relevance.
- The presenters at Rød Løper were wearing two almost identical sweaters. One was well colored with the OMO logo on the chest. The other was pale in color, and obviously not washed with OMO. "This is in line with Kjell and Tore's communication, where Tore is always fresh and nice, while Kjell is pale and has lost his color," says Langnes.
- People don't stop doing laundry, see, say the warm-hearted Fredrikstad women.
