Osman is a model son in Turkey’s top soap opera, ‘Oyle Bir Gecer Zamanki’. He is caring, responsible and bright. So when mums saw him getting filthy while playing, they were amazed. We had worked with the soap opera to create scenes showing him playing and getting dirty. Then we ran TV commercials, like mini-episodes, showing Osman gaining valuable life experience while getting dirty. And they were the only ads in the break. On Mother’s Day, Osman sent out greetings to the more than 120,000 mums who are members of the Omo Facebook page. He sent messages like: ‘You’re the most creative mum’ and ‘You’re the most energetic mum’. These were then printed in national newspaper ads. We also built the connection between the soap and Omo by letting mums win a chance to watch the filming of an episode by winning our quiz on Omo’s Facebook page.

Osman’s behaviour captured the imaginations of mums and they realised that a good childhood can be dirty:Omo’s HIGHEST EVER brand awareness score of 85% (Source: Millward Brown)The ‘most loved’ TV commercial in the FMCG category (Source: Mediacat)The ‘first brand that comes to mind’ in the detergent category (Source: AC Nielsen)Market share soared to 26.7% (Source: AC Nielsen)ROI was 174% on media spendBrand equity was the highest in the category, rising by 17% (Source: Millward Brown)And who knows how many children's’ lives have been enriched?