OMO wins Aller Best Q1

How would OMO communicate that they are the best at color preservation and that you actually save both electricity and money when washing clothes with OMO Color? Well, via Aller Media's sites that reach most women, families with children and, not least, younger consumers - the target groups OMO wanted to reach.

The goal was to get

• High advertising attention

• Increase Top of Mind to OMO

• Reinforce the following associations with OMO: "Low temperature wash", and "color preservation"

• Increase purchase probability

• Drop max 50% of category drop

They did all this!

Despite the fact that detergent is of low interest to consumers and that the entire detergent category is in decline, OMO managed to achieve an insane amount of advertising attention in the campaign.

They reinforced the associations that with OMO you can wash at low temperature and save energy while preserving the colors just as well . In addition, they increased Top of Mind, purchase intent and had a significantly smaller decline than the category overall.

- No, but people are saving electricity, washing less often and filling up their washing machines. There was an extreme focus in the media on electricity prices and energy saving in January. Color conservation is in all communications for OMO. The fact that they linked this to washing at a low temperature and saving electricity at the same time hit home," says Lisbeth Langnes, Group Account Manager at Aller Media.

What did we do?

Based on insights, we created a green thread through the campaign. OMO created a universe with Kjell and Tore that targeted women, families with children and younger consumers with high relevance. In addition, we created a contextual run where the ads were linked to articles about saving electricity.

- "By using large parts of Aller Media's toolbox, interspersed with warmth and charm, we managed to create a lot of attention for the two warm OMO men from Fredrikstad, Kjell and Tore," says Bjørn Devold Eidsvig, Strategic Advisor at OMD and account manager for OMO.

The Red Runner also became a natural arena for sponsorship, in addition to a contextual display race.

- The presenters on the Red Carpet wore almost identical sweaters. One was well color preserved with the OMO logo on the chest. The other was faded in color, and obviously not washed with OMO. "This is in line with the rest of the communication, where Tore is fresh and Kjell is faded," says Langnes.