It was a campaign aimed to reinforce Omo’s trustworthy brand, modern and innovative within the Dirt is Good creative idea and to celebrate Omo’s 50th anniversary in Brazil. With a robust 360° integrated activity plan, Fifitie’s was an opportunity to create a major wave for the brand, impacting not only Omo consumers, but the trade, suppliers and UL employees. The big idea explored was to use Omo’s 50 years of leadership to reinforce the position of the brand as the best value equation of the market.

It was certainly one of the biggest activities in UL Brazil 2007 plan, involving an integrated activity plan and generating enormous talkability amongst consumers, press, trade, suppliers and employees. Fifties was Omo´s celebration party brought to life in all senses. The executions were divided in 3 different wave phases: Invitation trough media and pop advertising, Experience (with 12 Hour Party for children and their parents at Copacabana Beach, POP promotion, Internal/external co-branding activities and endomarketing), and Amplification (Spontaneous media return, Party live transmission on the main Brazilian TV channel and cultural contest amplification).