One of the great mysteries of our time, fuelling countless conspiracy theories, is “Is my phone listening to me?”
Unilever cleaning brand, OMO (Persil), is tapping into this cultural curiosity in Brazil. The Droga5 campaign aims to reawaken interest in discount coupons for Persil Wonder Wash – Short Cycles (in Brazil: OMO Ciclo Rápido), reaching consumers who have already interacted with the brand on social media, whether through its owned channels or content created by its influencer squad.
It encourages followers to say the product name out loud three times and “ask their phones” for Persil Wonder Wash – Short Cycles coupons, reinforcing the popular myth that electronic devices listen to conversations and then serve up content aligned with people’s interests, preferences and desires.
Since December 15, influencers including Thais Linares, Paulo André and Diego Cruz have joined the conversation, “testing” the theory on their own social platforms by saying the product name out loud to their devices and encouraging followers to do the same.
“We’re very excited to launch this fun and innovative campaign. Who hasn’t talked about a product or topic and then immediately seen an ad about the exact same thing?” stated Mayara Aliprandi, marketing manager at Unilever.
The campaign is backed by a remarketing strategy developed by agency, Cadastra.
“Creating marketing strategies that are part of everyday conversations in Brazil and campaigns that people truly identify with will always be our goal. At OMO, we understand that to connect with consumers, we need to be part of culturally relevant movements that are present in their daily lives. That’s how we demonstrate brand value and drive product sales,” Aliprandi added.
Credits:
Client: Unilever [OMO/Persil]
Creative Agency: Droga5 São Paulo
CEO & Creative Chairperson: Felipe Simi
Co-CEO: Brisa Vicente
Chief Creative Officer: Rafael Ziggy
Chief Design Officer: Diego Limberti
Head of Design: Marina Cota
Executive Creative Director: Renata Leão
Creative Leader: Raphael Quatrocci
Art Director: Eduardo Diniz
Copywriter: Lucas Dias de Abreu
Executive Content Director: Vinicius Chagas
Content Leader: Kelly Neres
Content: Camilla Pinho, Kimani Santos, Paloma Leite, Ednaldo Domingos & Giulio Soeiro.
Chief Operations Officer: Felipe Belinky
Chief Business Officer: Renata Cintra
Head de Account: Daniel Mason
Account Leader: Otavio Santos
Account Manager: Bruna Rodrigues
Chief Production Officer: Larissa Kubo
Head of Production: Lucas Cardoso
Project Leader: Tatiane Donatangelo
Project Manager: Vitor Mota
Chief Impact Officer (CIO): Gabriela Rodrigues
Chief Strategy Officer (CSO): Ana Cortat
Head of Strategy and Data: Mariana Cordeiro
Strategy Leader: Joaquim Carvalho
Strategist: Luciana David
Data Science: Denis Matos, Matheus Facci, Leticia Figueiredo, Gustavo Cruz
Broadcasters: Barbara Rafaelli
Dark Social Specialist: Priscila Sampaio, Lui Mello
Strategy Partner: Cadastra:
PR: Weber Shandwick Brasil
Media Agency: BR Media Group
