THE CHALLENGE

OMO is Unilever’s laundry detergent, under the Dirt Is Good Brand in Turkey (known elsewhere as Persil, Rinso, Skip, Ala and Breeze).

Despite holding market leadership, OMO was losing emotional ground. In 2 years, its meaningfulness score had dropped 4.3%, while challenger brands were gaining momentum fast, both in hearts and in market share. 

To stay ahead, we needed to show Turkish parents why “Dirt Is Good” still mattered—making it feel fresh, locally resonant, and emotionally relevant in today’s world. The task wasn’t just to remind families about OMO, but to give them a reason to believe in our brand beyond the product itself.

THE STRATEGY

Our approach had to resonate with two key audiences: 

1. Kids, who needed more spaces to play
2. Parents, who buy laundry detergent and needed a fresh reason to choose OMO.

In a category where competitors were gaining ground, we had to make people feel the brand’s purpose and create relevance. 

"Dirt Is Good" believes childhood should be filled with scraped knees, muddy hands, and endless ballgames. But in Istanbul – like in major cities across the world - rapid and necessary urbanization has left children with fewer places to play. 

Rather than talk about the importance of outdoor play, we made it happen. By reimagining OOH advertising, we made OMO’s message visible, functional, and interactive, creating an experience that kids across the city could enjoy, while reinforcing parents’ emotional and practical reasons to choose OMO over cheaper competitors. 

We gave parents a reason to believe that OMO stands for more than clean clothes—it stands for better, more fulfilling childhoods.

THE EXECUTION

Despite growing awareness of the benefits of outdoor play, children around the world – and particularly in Istanbul, Turkey – are spending less time outside than ever before. 

In three separate locations across the city where play areas did not exist, we transformed outdoor advertising spaces into unique active play zones, including: 

• Basketball hoops
• Football goals
• Slides

THE OUTCOME

16,800+ children engaged with our play installations, generating 569 hours of outdoor activity. Nearly half of the children said they wouldn’t have played outside at all without the initiative. 

Parents saw the value too. 90% said the campaign felt personally relevant, and 88% agreed OMO was doing something no other brand would. 

This reconnection boosted business too, driving a +24pt uplift in purchase intent and an +18pt uptick in brand consideration. 

We created a scalable blueprint for broader global action wherever childhood is being paved over, and reignited OMO’s role as a proactive brand committed to supporting the wellbeing of kids.