The Situation

Australian parents are increasingly busy with 94% saying they don’t spend as much time with their kids as they would like. Instead parents spend nearly three years of their lives washing clothes for the household – that’s over 23,000 hours doing laundry that could be enjoyed with their kids.

Australia’s washing conditions don’t help – the iconic “Hills Hoist” washing line is synonymous with Australian backyards, but outdoor drying and increasingly volatile weather mean drying conditions are unpredictable and often interrupted by unexpected rain.

The Brief

Lighten the load for Australian households to help parents spend more time with their kids.

Key Communications Objectives

• Build brand love for OMO

• Reinforce OMO’s brand purpose that “Dirt is Good” i.e. that kids should get outside to experience the benefits of real, outdoor play

• Reinforce that OMO helps to make Mums’ life easier

To execute Peggy we focussed on 3 steps: design, build and testing, a process, which spanned six months. The design phase included seven rounds of 3D renders and printing, sourcing polymers to build Peggy that best suited the practicalities of outdoor wear and tear, building a bespoke app, testing sprints and rounds of tweaks to create the perfect consumer app that would lighten the load for our Australian families. We built 7 pegs, and released 5 to key influencers (mummy bloggers) for ‘on the line’ use testing. We deliberately put these in the hands of real families to get real learnings of user requirements. Their experience was shared on their blogs and social media. From the testing phase, a new learnings will be rolled into the app and peg development – with the goal to make this product a mass-produced consumer item, the future scale of Peggy is exponential.