OMO Television Commercial analysis
Quách Quý Tôn – Code: 13
Kiều Thúy Vân – Code: 2
Lê Thị Mỹ Linh – Code: 43
In this consumer’s-rather-than-buyer’s market, the consumer’s power is increasingly intimidating. Besides trying to better the quality of the products, producers’ ultimate goal should be finding a way to get into prospects’ mind. Realizing this, the leading brand in Vietnam detergent market - OMO launched a series of commercials bombarding the media with Television as the key channel.
In this essay, we attempt to analyze a particular ad in the series on several aspects. This ad is OMO’s endeavor into the new market of liquid detergent: the “OMO liquid detergent – whirlwind power”.
1. Brand awareness
For a long time, OMO has established its position in consumers’ mind as one of the leading brands in the detergent market. This ad belongs to a series of commercials frequently appears on the “small screen” to repeatedly remind people of OMO’s already strong presence and strengthen its status. As a matter of fact, OMO in Vietnam is always known as a high-class detergent product, you cannot mistake OMO for other products in the same category.
Undoubtedly, OMO’s touch can be felt through 31-second’s length of the clip: from the iconic color of red and blue to the continuity of the theme “Dirt is good” – a very successful campaign started by OMO from both practical and social perspective.
2. Line Extension
OMO is known in the Vietnam market as the leading powder detergent. Realizing a gap on the market of liquid detergent with only Ariel as the leader, this may be OMO’s venture to get the second rung on the ladder in the mind of prospects (the law of ladder).
However, it choses a totally different way from Ariel to approach the market. This can be considered as a way of applying “the law of opposite”: “If you are shooting for second place, your strategy is determined by the leader”. If you want to establish a foothold on the second rung of the ladder, study the firm above you. How is it strong? And how to turn that strength into a weakness. You must discover the essence of the leader and present the prospects with the opposite. In other word, don’t try to be better, try to be different. Specifically, while Ariel usually appears in the ads as professional with some foreign experts carrying out trial experiments in a white, germ-free lab; OMO – with its unrivalled experience in Vietnam market, has decided to take the simple, cozy house as the backstage for its commercial. There are only 3 familiar characters featured: a boy kid, a grandma and a housewife. This screams out: “Women of the house, we are targeting you!” After all, when it comes to Asian culture, if you want to get to people’s (especially women’s) heart and mind, family is always a good choice to start with.
3. Capture attention
It can’t be denied that this particular ad by OMO is much loved by prospects. With only 31 seconds, OMO managed to tell a whole story – and a very good one at that. The ad starts with a tricky situation teasing human mind’s curiosity: A boy wanted his grandma to get on the 1-seat bicycle with him. People would unconsciously ask themselves: “How would they solve this?” “How is this even related to a detergent?” Next, when the boy spoiled his white T-shirt with mechanic oil, here’s where our hero - OMO’s liquid detergent comes in – naturally, indeed. This narration is obviously more interesting than all the experiments or the common “let’s see which shirt is better cleaned!” ads where everyone can easily see through the progress and result.
Moreover, OMO made a wise choice in picking the word “whirlwind” for this new product. Not only is it fitting to the...
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