BRAND:
OMO
AWARD CATEGORY:
The Best Event with Social Media Strategy
CAMPAIGN TIME RANGE:
06/06/2025 - 31/08/2025
CREDITS:
Publicis Groupe, ZEE, Linked
CASE STUDY VIDEO
STRATEGY
OMO has long built one of the strongest emotional legacies in Vietnam’s detergent category through its enduring belief that “Dirt is Good". For generations of Vietnamese families, the brand has stood for more than cleaning. It has stood for a childhood filled with movement, curiosity, courage, and joyful mess, the kind of childhood where stains are not signs of trouble but signs of growth. But modern family life has changed. Childhood today is becoming cleaner, safer, and more controlled. Children have fewer opportunities to play outdoors, while parents have fewer spaces where they feel comfortable letting them do so freely. In trying to protect children from dirt, many families are also distancing them from the kinds of experiences that once shaped their own most vivid summer memories. For OMO, this was not simply a communications challenge. It was a relevance challenge.
To relaunch OMO Red and reconnect the brand to modern families, OMO needed to do more than tell people that dirt is good. It needed to make that belief tangible again in a way families could physically experience, emotionally feel, and remember together. That is why OMO created The Ultimate Stain-dium – Pháo Đài Lấm Bẩn, a large-scale experiential platform designed to bring the spirit of “amazing summer with dirt” back into real life.
INSIGHT
Parents do not just want their children to play. Deep down, they want their children to have the kind of childhood they once had themselves, one filled with freedom, movement, and the joy of getting dirty without fear. What modern families are missing is not willingness. It is the space for that willingness to become real. In today’s urban life, there are very few places that feel both exciting enough for children and reassuring enough for parents. What families truly need is a shared playground, one that makes getting dirty feel meaningful again and makes parents feel comfortable letting it happen.
CREATIVE IDEA
THE LARGEST PLAYGROUND FOR A “AMAZING SUMMER WITH DIRT”
Instead of simply telling people that dirt is good, OMO brought the belief into the real world. The brand created The Ultimate Stain-dium, the largest playground where “amazing amazing with dirt” could finally be experienced again, not just remembered. Inspired by the spirit of childhood play, the event was designed as an immersive world where families could step inside the campaign itself: running, playing, creating, and getting dirt together. More than an event, it became the physical translation of OMO’s brand philosophy. It turned a familiar message into something people could see, feel, and live through. Traditional summer play was reimagined for modern families through a large-scale experiential space that was energetic, playful, and emotionally resonant. Every experience inside the event was built with purpose. Physical activities encouraged children to move freely and push their limits. Creative zones unlocked imagination and self-expression. Shared family moments transformed “getting dirt” from something parents usually manage into something they could actively celebrate with their children. In that way, OMO did not simply create entertainment. It created a space where dirt became a meaningful part of growth again. At the same time, the event made OMO’s role tangible. While children were free to explore, play, and get messy, parents were reminded that OMO is the trusted partner that gives them the confidence to let those moments happen, knowing every stain can be cleaned, but every memory should be kept.
CONNECTION PLAN
The campaign was built with events as the core experience and social as the system that fuels it, extends it, and amplifies its meaning beyond the venue.
Before the event, social media played the role of anticipation builder. Through storytelling, KOL content, and TikTok mechanics, OMO introduced the idea of the “amazing summer with dirt” playground not as just another branded activation but as something families could genuinely look forward to. The campaign seeded curiosity, revived nostalgic associations with summer play, and positioned Pháo Đài Lấm Bẩn as a place where those memories could be relived in the present.
When the event launched, the idea came to life at scale across Ho Chi Minh City and Hanoi. Public space was transformed into a vivid playground of movement, creativity, and family bonding. At Nguyễn Huệ – Lê Lợi Walking Street in Ho Chi Minh City and Trần Nhân Tông Walking Street in Hanoi, OMO created a summer journey where families could do more than observe the campaign; they could become part of it. From physical challenges to creative activities, every touchpoint was designed to bring generations together in a way that felt both nostalgic and new. Traditional play was reimagined into interactive, high-energy experiences that allowed children to move freely while giving parents the chance to reconnect with the spirit of their own childhood. This combination of emotional familiarity and fresh event design was key to making the experience both culturally resonant and highly participatory. A major highlight of the event was OMO’s official collaboration with Arsenal Football Club in Vietnam, which added a powerful layer of aspiration to the experience. The appearance of Arsenal legend Gilberto Silva in Ho Chi Minh City became one of the most memorable moments of the event, helping translate the campaign’s spirit into something inspiring, credible, and emotionally elevated. His presence made the message feel even more real: that falling, trying, getting dirt, and getting back up are all part of growth. Beyond the playground itself, OMO also created an emotional climax through “Pháo Đài Âm Nhạc”, the event’s music experience. Concert nights drew thousands of attendees and turned the event into a multi-sensory cultural gathering point.
Music, light, crowd energy, and live performance gave the event a new emotional dimension, making it not only participatory but truly memorable. Most importantly, the event did not stop at attendance. It generated an enormous volume of authentic, shareable moments. Families did not just participate in the experience; they documented it, posted it, and extended it through their own content. In that sense, the event became both a real-world manifestation of the campaign and a continuous source of cultural proof for the brand.
OBJECTIVE-BASE KPI
[1] objective: Experiential & Cultural Impact | platform: Event + Social | metrics: Event Ranking / Share of Voice | kpi: Top 9 Social Lite / Top 5 Kompa.ai (Aug 2025) | result: Achieved | compare_with_benchmark: Among most talked-about events of the month | source: Social Lite / Kompa.ai
[2] objective: Social Impact: From Participation to Advocacy | platform: Social / PR | metrics: UGC / Discussions / Earned Media | kpi: 5,000+ UGC / 35,000 Discussions / ~400 Articles | result: Achieved | compare_with_benchmark: High organic amplification vs typical event campaigns | source: Social Listening / PR Report
[3] objective: Cultural Impact: From Event to Trend | platform: TikTok / Music Platforms | metrics: Trending / Hashtag Momentum | kpi: Top 10 Trending Music (HCMC) / #OMOConcert trending 2+ weeks | result: Achieved | compare_with_benchmark: Sustained cultural relevance beyond event duration | source: TikTok Analytics / Music Chart Data
[4] objective: Brand Impact | platform: Brand Experience | metrics: Emotional Connection / Brand Role | kpi: Reinforced “Dirt is Good” through lived experience | result: Achieved | compare_with_benchmark: Shift from functional to experiential brand role | source: Brand Tracking / Qualitative Study
