When researching the audience, there is one moment of truth: Omo Matic Comfort has a relatively strong performance in terms of fragrance throughout the laundry journey. This is thanks to patented perfume formula from an established perfume house: each of the fragrance in Omo Matic Comfort always has 3 fragrance notes: top - middle - base, that not only mask the malodour on clothes, but also delivers a sensorial experience just like a fine perfume. And when we tested with consumers on this fact, the target audience got surprised and curious about the so-called technology: Multi Layered Fragrance. They understood it because they have heard of it in the fine perfume industry, and it strongly resonated with the quality of premium products, matching with well-known brands like Omo.

Amidst exploration of the insight, Omo Matic needs to stand out strongly as a credible strong laundry brand that delivers the utmost experience. Consumers need to feel immersed into the world of cleanliness and fragrance whenever they are in their laundry journey: when they pour the product in, when they take damped clothes out, or after when the clothes get dried. All of the multilayered fragrances from Omo will give consumers a wholesome experience that they can indulge and feel reassured by the brand’s promise.    

Thus, we come up with creative execution; in-depth overwhelming visuals of fragrance, to show them a sense of indulgence to multilayered fragrance throughout the laundry experience, guaranteed by Omo.    

This visual will elaborate intuitively the main benefit: Multi Layered Fragrance - Clean & fragrant up to 48 hours, powered by the Omo Matic Comfort you believe and trust.

[Amplify massively on OOH]    

[Engage actively with users thanks to “Explore your multi-layered personalities with Omo Matic AI]    

[Host on Admicro, where premium audience tends to find new inspiration].    

From a big idea and attractive master visual, the campaign was cascaded down to multi channels to maximize its effectiveness.    

First, we have leveraged Out-of-Home (OOH) advertising as a highly effective channel to amplify its communication message. With an impressive display of 25 LED screens, the campaign has captured the attention of audiences in four key cities, strategically positioned at the highest traffic spots. The targeting strategy has focused on high LSM (Living Standard Measurement) users, utilizing a new format in 1200 premium buildings. Additionally, the campaign has recognized the importance of reaching audiences in specific locations, such as 10 wet markets, to support DT North and HCME - hot cells with losing share signals. Notably, the campaign has taken an innovative approach by introducing a 3D billboard on Nguyen Hue walking street. This unique stunt has created a memorable and engaging experience for viewers, making it the first of its kind. Overall, this OOH campaign has successfully utilized various techniques and locations to effectively communicate its message to a wide range of audiences.    

Not only offline but also online, the campaign has successfully engaged users in an active and interactive manner with the "Explore your multi-layered personalities with Omo Matic AI" challenge. Utilizing TikTok as a platform, the campaign introduced an AI filter that appeared as a magazine cover, featuring multiple designs that symbolized different fragrances of Omo Matic. Consumers were encouraged to choose the design that best represented their personalities, capture themselves using the filter, and share their photos on TikTok with the hashtags #Datanghuong and #Khamphadatangtinhcach. This activity aimed to foster confidence among women and establish a strong connection with the Omo brand, which speaks to all women regardless of their fragrance preferences. The campaign generated significant excitement through the AI experience, allowing consumers to delve deeper into the three layers of perfume in each variant. Impressively, the campaign attracted 5,000 participants. Additionally, the involvement of top-notch and premium Key Opinion Leaders (KOLs) amplified the campaign's reach, resulting in a total of 1,000,000 interactions and creating a notable social media stunt.    

Finally, the campaign's success was greatly influenced by its strategic content partnership with ADMICRO. The collaboration resulted in a prominent display of campaign content on Kenh 14's homepage, which served as a central hub for dedicated content related to the campaign. Additionally, numerous PR articles and social media posts were utilized to further amplify the campaign's message and increase awareness. Through this comprehensive content strategy, the campaign effectively spread its message to a wide audience, ensuring maximum visibility and engagement. The content partnership with ADMICRO proved instrumental in achieving the campaign's objectives and establishing a strong presence across various platforms.

- All activities achieve outstanding results than KPIs (originally get 230% ROI).  

- Top 5 Social Campaigns by Kompa with over 1 MILLION interactions.    

1. Social Media Result:  

- Buzz: 187k  

- Reach: 80% population nationwide via mass reach.    

2. A.I use Result:  

- Engagement rate: 7.35%.  

- 5000 users joined the AI filter.    

Furthermore, traditional trade retailers curated the hashtag for their upselling purpose on social commerce.    

Overall performance has been well delivered, campaign reached about 20M users (70% total T.A, frequency 4+)