آژانس تبلیغاتی بادکوبه - Badkoobeh Advertising Agency

About the brand

OMO is a global brand among detergents and one of the products of Unilever’s detergent group which focuses on stain-removing technology and is produced in the form of liquid detergents, capsules, powders, tablets and sachets. These products also function in low temperatures and are sold in some markets under the name Persil.

OMO has recently entered the Iranian market and there was no product of this brand in the Iranian market before this.

Brand Challenge

Regarding the brand’s recent entry to the Iranian market, the main challenge was to raise awareness about it.

Approach

1-Design of the concept “Say yes to stains”

The main approach of this campaign is considered to be raising awareness about the product’s quality and its difference with other similar existing products in the market.

In order to design the concept, Badkoobeh took help from children psychologists in order to get familiar with the nurturing medium and required skills for children, in addition to the process of field examinations ad holding focus group meetings.

Children education, relation with the family, providing entertainment in home, free time in summer and experiencing were issues to be concerned, and qualities such as self-confidence, creativity, independent personality and enhancing their skills were also kept in mind.

Regarding these issues, we in Badkoobeh came to the point to benefit from painting, playing and freedom of action. But to which price? To the price of having the children’s clothes getting stained or colored while playing. However, don’t get worried or afraid, and do not restrict your children from playing because of this. It’s because children achieve unique experiences through this and also, OMO can eliminate any stains.

2-The event of uniform, multi-aspect launch and introduction

During its communicational activity, Badkoobeh decided to hold a uniform event in multiple fields simultaneously in order to introduce OMO to the Iranian market. In this fashion, the digital campaign and brand activation with the challenge to introduce and lunch OMO products was executed in Iran for the first time. On Farvardin 30th, the website and the billboard, the TV ad, digital marketing activities both in social media and website and finally, BTL events were all premiered.

Activities

1-Content marketing in social media

The concept of content marketing is defined monthly in OMO digital pages. In order to define concepts, we centered the subject around children and parents who have a toddler or juvenile, and we propose these subjects based on the brand’s need, audience recognition and the brand’s slogan.

Maintaining a strategy and optimizing the presence in social media (Instagram and Telegram)

Managing and updating social networks

Design and production of exclusive content

2-Holding of event and campaign

In the event of campaign’s goals, designing and execution of brand activation activities were held in shopping centers in Tehran and Iran’s major cities, also with uniform marketing activities in digital medium. There were also designs made for the environmental ads using the global key visuals of this brand.

Brand activation activities designed for this brand includes children playing, product’s demo and sampling which two time spans have been considered for its execution. This will be executed in big shopping centers of Tehran and other major cities of Iran like Esfahan, Shiraz, Tabriz and Mashhad.

Regarding the concept of this campaign (Say yes to stains, stains make self-confidence), a scenario was designed for children activity at the OMO booth. Since painting is one of the beloved and enjoyable activities for children and also enhances their creativity, decision making, problem solving etc., a separate space for kids between 2 to 7 and 7 to 12 was considered. In this space specific and attractive tools and techniques were prepared for painting in order to create a unique experience regarding the conditions of each group age. In addition to kids being involved in the attractive experience of painting, a chance is created for mothers to get known with the concept of campaign and the benefits of “saying yes to stains” in the event of enhancing the creativity and self-confidence of their children, also getting to know the benefits of OMO products.

Campaign goals

Activation set in order to introduce the product to brand targets (Mothers and housewives)

Passing the brand’s concept

3-Programming and purchasing digital media

Visual advertising and promoting in popular pages of the social networks Instagram and Telegram

Sending advertising messages (newsfeed, banner) to digital media with control and supervision over their publishing

4-Website

Introducing the products and technology

Covering the BTL campaigns