TOM‘ toughest stains’ people think of are visible stains from the outside such as oil, ink, etc, but those can be washed away with some effort. However, there’re still another kind of stains that are even tougher than the toughest, that people normally don’t think of since they never think those can be completely washed away, manually or with washing machine neither. These are BODY-GRIMED STAINS (sweat, smell, dirt, yellowish, etc.) accumulated over years & become a part of the clothes. Therefore, these kinds of clothes with such BODYGRIMES STAINS are compromised in laundry work. However, those clothes are in-printed with so many meaningful lesson & unmissable stories ingrained, especially the parent's dedicated work & love for their kids to be the PROUDEST CLOTHES but never-to-be ones because of their tough bodygrime stains that seems dirty & impossible to remove.

BIG IDEA: SACH SIEU BAN, SANG CHUYEN HAY First time ever, Omo introduced the toughest stain - bodygrime (super super tough stains at tough areas of clothes) & turn it into the medium - the GRIME SAGA - to unveil the true proudest stories of parents’ dedicated hard work & love for their kids. Our OMO liquid’s role is to effectively remove layers & layers of the grimes to unleash layers & layers of meaningful stories behind such grimes. We remove the barrier of tough stain removal & empower people to get dirt and draw their own meaningful stories without any concern! Product RTB: Omo Matic - new formulation of Green Polyshield 2.0 with cleaning benefit upgrade that has been validated: Target accumulated body-grime stains in 1 wash to remove body soils, stubborn yellow bodygrime stain & malodor.

1. Kick off & build awareness: To kick off the campaign, Omo launched its Youtube Digital film in which we let the GRIME itself unveil the meaningful hidden story of a Dad to his kid: behind his Super BODYGRIME Stain from multi-layers of yellow stain, sweat & stubborn dirts is his hard work & love dedicated for his kid, his family & helping other people. The film itself went viral with 6M of views after 1 month & received lots of positive reactions, comments & shares across digital channels. 2. Drive social discussions & engagement: Following digital film, we made ‘Omo - Grime Tale’s the hottest social topic to be discussed across social & digital via a series of engagement with our moms & families via AR filter, minigames encourging families to share their own proudest stories with Omo. 3. Maximize & Amplify: Inspired by the stories of stains from thousands of families, OMO Vietnam decided to exhibit those stories on the billboard at Hai Ba Trung Street, District 3, Ho Chi Minh City, Vietnam. Two giant shirts with 2 stories of grime inspired by 2 real stories. Both stories were illustrated by illustrators in the form of comics. The OOH activation gain lots of attention, positive reactions of people passing by. It was then picked up by PR news, communities, hundreds of thousands of netizens: 3G Data Top-up Ad More than 200 posts from KOL & Community 30 PR articles, with articles gain top trending of Zing News When other players just want to remove stain, Omo differentiates itself to demonstrate how superior Omo is in attacking the toughest Bodygrime stains & more than that, we encourage kids & families to enhance family mutual understanding, making them feel proud of these ‘ugly stubborn grimes’ they normally don’t appreciate in their daily life. ‘The Grime tales’ has successfully helped the brand to reclaim its leadership in super stain removal for Liquid Segment & also reinforced our brand purpose spirit in Dirt for good.

Business winning: Bouncing back of Total OMO LQ with growth +115bps & share + 120bps. Especially thanks to significant offtake gaining x2,5 times from Omo LQ Core (Key hero in our campaign) Penetration increase 100 bps, esp in Rural - key battle of Omo LQ to win. Brand power winning: No.1 of attribute “Cleaning efficacy” & “Encourage kids to do to the society/environment”. Brand power + 150 bps vs last period. Communication winning: Omo ‘Sach sieu ban, sang chuyen hay' has successful landed Top 2 on BSI Top10 Campaign Oct/2022 with huge interactions & positive feedback from audience: Buzz volume: Total Interactions: 455,743; Total Collectable buzz: 263,521 Audience scale: 124,874 unique audience Sentiment score: absolute positive sentiment 1/1 Relevant score: 96.7%