Insight
OMO believes that children's learning happens through their experiences. Therefore, considers it important that children stay more free to play and learn, whether inside or outside, enjoying the parks, squares and sidewalks. After all, it is through these experiences that children develop curiosity, tolerance, creativity, independence and courage - essential for their maturation.
Dirt is part of this phase, following the children development and sometimes being a big problem for parents. Therefore, the brand has been working, year after year, in this awareness, keeping parents and children away from this kind of worry.
However, some challenges are always present in life's brand. How could Mullen Lowe Brazil amplify its communication assets? How could it stay closer to its consumers' routine?
Strategy
Clothes are important for children. A kind of childhood icons. Clothes keep stories and each one is part of a phase and a reminder of some learning.
So, how about using our own clothes to tell beautiful stories?
To talk to the parents of each child, the agency created a communication project where the clothes of her children tell stories and teach the importance of learning by play. Stories that bring the learning from each stain that the clothes will get. After all, OMO believes in learning by play. In addition, there is no play without dirt. A playful way to tell how to get dirty is good for everyone.
Mullen Lowe Brazil created a new touch point with its consumer. A new media channel, through a partnership with a Brazilian brand, traditional but also innovative, as well as OMO is part of the development of several generations.
Execution
The project started in a partnership with Hering Kids, a traditional brand of clothes, as well as OMO, part of the history of each Brazilian family. It produced a range of clothes, for boys and girls, where the labels were quite different from the usual. The agency replaced the simple washing labels on each outfit, for labels that told children's stories. Each label brings a story about the importance of play, and get dirty, from every stain that own clothes would get.
Then, buying every piece of clothing, the parents could tell stories to their children, teaching in a playful way how get dirty is good. To enhance the project, each piece of clothing had its own history, where the pattern illustrated each story, creating an even greater link between the content and the product.
The labels were collectible, and consumers gained an album where they could join each label and complete their collection.
The agency created an interactive channel with Facebook, where children could hear other stories on OMO´s landing page, and propose their own tales. Hering Kids introduced a new collection with tales from that channel.
In addition to window-shopping of each Hering Kids store, it reinforced the Tag Tales project with ads on billboards in each mall and through sponsored posts on OMO´s brand channel (Facebook and YouTube).
Results
This project reinforced the learning concept that OMO believes. Reinforcing how the brand can be close to the children, at the time to get dirty and learn, and close to the parents in time to wash the clothes.
The unpublished and playful content was key to approach brand and consumer, reinforcing the OMO values and inspiring new generations to play and develop more and more.