Omo Commercial Television Analysis
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
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