Playing outside

DESCRIPTION

Unilever’s OMO and sister Persil brand have been marketed under the premise that “dirt is good”, that playing outside is crucial for the development of children at a time when so many spend so much time in front of the computer.

In the Netherlands it took this idea and literally ran with it. The brand teamed up with the Dutch Olympic Committee to launch the OMO Outside Play Foundation and commissioned bespoke research proving that children spent 20% less time outside in 2007 compared to just two years ago.

The research was given a staring role in the marketing campaign across TV, digital and print encouraging children to form their own special outside play clubs and register with OOPF via a special website,

Kids were specifically targeted via Jetix TV with an online forum, games and emails as well as the Board of Dirt jury, which rewarded the most innovative clubs.

Mums were targeted via the research and TV commercial as well as online and print partnerships including parenting title J/M.

Finally OMO organized the National Championship of Outside Play boosting PR coverage and awareness still further.

Kids registered with OOPF in their thousands, more than 40,000 clubs were created with 270,000 members and OOPF is the third biggest sport association in the country with 55% of all mothers aware of the organization. Brand awareness rose by 25% and the media value of the free publicity was put at €1,350,000.

IMAGES