OMO – Kjell & Tore – Talking to people
OMO successfully turned around the negative trend with the help of conversational advertising
Doing laundry is not particularly fun or engaging
After spending decades as the clear market leader, OMO, one of Orkla's laundry detergent brands, was experiencing increased competition, falling market shares, and a negative trend in brand preference and units sold.
To turn things around, the new communications concept of Kjell & Tore, two green teddy bears from the city of Fredrikstad in southeast Norway, was born in early 2021.
The mascots presented a great opportunity to have some fun in a dry market and once again establish OMO as the trusted laundry expert.
OMO wanted to strengthen its position as the go-to laundry detergent in a fun and engaging way
The OMO team decided on three clear goals to uplift their brand:
- Strong attention to getting the message out to as many people as possible. The mascots had to be noticed!
- Strong brand recognition to ensure the message was tied to OMO.
- Increased preference for OMO as a measure that they had succeeded on the first 2 points.
There was no doubt dialogue would play a major role in the team's efforts to reach their goals, since the people of southeast Norway, the region where Kjell & Tore are from, are easily recognized by their distinct regional dialect and jovial nature.
In addition to the obvious TV and online video placements, display banners were chosen for their cost-effectiveness to reach a broader audience.
Because the whole concept of Kjell & Tore relied on personality, language and conversation, the OMO team needed to find a solution where display banners complemented this approach.
The solution was a technological innovation, which would provide a platform for Kjell & Tore to shine - conversational advertising
OMO collaborated with Cavai to develop three different campaigns with several different conversational concepts.
All the creative approaches were tailored to use the mascots in an engaging way and through dialogue and humor, Kjell & Tore could offer helpful information to the user based on the user's choices.
The first campaign focused on strengthening the perception of OMO being the best at maintaining colors through a test and a conversation with Tore, while the second campaign was all about sharing information about a specific OMO product that excels in removing smells.
The third and final campaign introduced more interactivity to the campaign in the forms of an in-ad video and a fun little game where the user helps Tore with refilling his detergent bottle.
After years of a falling market share, together with Cavai, OMO successfully turned around the negative trend.
- 7 of 10 experienced the conversations as entertaining and informative.
- The conversations appeared in banner placements across all of Norway’s key publicists with a total of 35 million impressions.
- With constant optimization throughout, the campaign generated the highest ad attention Cavai has ever measured.
By the third campaign it was evident Kjell & Tore had made the ads easily recognizable as OMO. The company's market share grew by a fantastic 5.7% and the number of units sold increased by 4% through the three campaigns.
