Peggy may look just like her traditional peg forebears, but she’s a lot more useful. Peggy is the world’s smartest clothes peg. She is part of OMO’s Real Play strategy that’s, in turn, part of OMO’s Dirt is Good mission. And she was developed in Australia to give mums and dads some time in their day to play with their children.

Peggy does this by lightening the load of the family wash. She tells users the best time to do the washing according to a range of weather indicators. She can monitor fluctuations in temperature, humidity and UV sunlight. She can take the macro weather data available from weather forecasting services and combine them with micro weather data to provide accurate drying times and weather indicators for each family home. Peggy will let families about weather changes and drying updates via push notifications.

And she does all of this to free up time for mums and dads to do what matters more – play with their kids.

Paul Connell, marketing director, Unilever Laundry & Homecare ANZ explained, “Peggy exists to make the washing experience as smooth and easy as possible. We’ve all been there – hung the washing out only to have it rain, or forgotten about a load we’d put on, finding it a day or so later with that unmistakable smell. Washing is a chore at the best of times, but having to do it twice is an annoying inconvenience. If we can give families an hour back on the weekend that’s a win.

“In an average week, Australian families do one load of washing per day and this figure increases in the school holidays to almost 8 loads per week.”

Research told OMO that parents would rather spend time with their kids.

“In today’s complex and hyper–connected world, we believe brands have a responsibility to create and lead for positive change. OMO’s commitment is to finding ways to help lighten the load for parents and getting children developing to their full potential through play. I see innovation and being open to explore solutions like Peggy as key to us achieving this. We’re excited to see how Australian families react and the potential for Peggy to play a bigger role in increasing our positive social impact,” Connell added.

J. Walter Thompson Sydney group digital creative director, Jay Morgan, commented, “Peggy is another example of how we’re applying innovative new technologies to our client’s briefs. Ideas like this not only garner interest and engagement from our client’s customers but they add new value to their business outside of successful marketing campaigns.  Brands are strongest when they’re not only talking about their purpose but actively demonstrating it through innovation and new product development. It’s been a great journey developing the product with our client, who are excited about the future potential of Peggy and the role she plays in the home.”

Peggy is currently being tested by a range of households in Australia. While she is still in the BETA phase, OMO is calling on families who want know more about Peggy, to register their interest at www.omo.com.au/peggy.

Creative credits:

Agency: J. Walter Thompson Sydney

Simon Langley: Executive Creative Director

Jay Morgan: Group Digital Creative Director

Will Edwards & Chris Badger: Creative Team / Associate Creative Directors

Angela Morris: Executive Planning Director

Carly Yanco: Senior Planner

Milly Hall: Group Account Director

Isabelle Udall: Account Manager

Innovation Manager: Michaela Upton

Producer – Ellen Fraser

Peggy Prototype & App development: Streaker 

Digital Delivery Director: Elicia Varley

Senior Designer: Alex Eather

Print Producer: Anastasia Nielsen

Producers: Anastasia Nielsen & Niki Bentley

Editor: Kel Gronow