Is Your Phone Listening to You? OMO/Persil Launches Campaign Inspired by one of the Internet’s Biggest Mysteries 

To promote the new Persil Wonder Wash – Short Cycles (in Brazil known as OMO Ciclo Rápido), Unilever’s home care brand bets on lightning fast remarketing and invites consumers to test the theory and earn discount coupons 

Seeing social media content appear at exactly the moment a desire or plan comes to mind is one of the great mysteries fueling countless online conspiracy theories, “Is my phone listening to me?”. OMO, Unilever’s leading fab clean brand, present in 7 out of 10 Brazilian households, is tapping into this cultural curiosity with a creative and strategic remarketing campaign created by Droga5 to re-engage consumers with discount coupons for Persil Wonder Wash – Short Cycles (in Brazil: OMO Ciclo Rápido), almost as fast as a washing machine short cycle itself. 

OMO’s strategy focuses on reaching consumers who have already interacted with the brand on social media, whether through its owned channels or content created by its influencer squad. To make the campaign even more playful, OMO 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. 

Based on consumer interactions with OMO’s official channels and creators platforms, the brand leverages robust data sets to deliver Buy 2, Pay for 1 discounts via iFood through December 18, or while supplies last. The promotion applies to Persil Wonder Wash – Short Cycles 750 ml, a product that delivers unbeatable cleaning and fragrance in just 15 minutes. 

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?” says Mayara Aliprandi, Marketing Manager at Unilever. 

Despite the ironic tone and playful take on the idea that phones listen to people’s conversations, the campaign is backed by a robust remarketing strategy developed by agency Cadastra. The initiative aims to reach as many consumers as possible, while also leveraging the influence of OMO’s creator squad and the strong performance Persil Wonder Wash – Short Cycles has seen since its launch in July in Brazil. 

“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 adds. 

What Is Remarketing?
Remarketing is a digital marketing strategy designed to re-engage people who have already interacted with a brand such as through social media posts but have not yet converted, whether through a purchase or another desired action.

By using data intelligently and efficiently, brands are able to reconnect with consumers who have shown interest in a product or service, delivering personalized ads or discount offers.

In this campaign, OMO created an ecosystem that delivers what it calls the fastest remarketing experience ever mirroring the speed of its product, which is known for agility by delivering the desired coupon to consumers in record time.

Droga5 São Paulo
Creative Agency: Droga5 São Paulo
Agência Criativa: Droga5 São Paulo
Client: Unilever
Campaign Name:  Couponspiracy
CEO/Creative Chairperson: Felipe Simi
Co-CEO: Brisa Vicente
Chief Creative Officer (CCO): Rafael Ziggy
Chief Design Officer (CDO): Diego Limberti
Head of Design: Marina Cota
Executive Creative Director (ECD): Renata Leão
Creative Leader: Raphael Quatrocci
Art Director: Eduardo Diniz
Copywriter: Lucas Dias de Abreu
Executive Content Director (ECD): Vinicius Chagas
Content Leader: Kelly Neres
Content: Camilla Pinho, Kimani Santos, Paloma Leite, Ednaldo Domingos e Giulio Soeiro.
Chief Operations Officer (COO): Felipe Belinky
Chief Business Officer (CBO): Renata Cintra
Head de Account: Daniel Mason
Account Leader: Otavio Santos
Account Manager: Bruna Rodrigues
Chief Production Officer (CPO): 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
Partners 
Cadastra:
Diretor de Atendimento: Leandro Rodrigues
Gerente de Atendimento: Mayara Carrera
Coordenação de Atendimento: Daiane Souza e Fernanda Bueno
Analistas de Atendimento: Victória Cavalcante 
Diretor de Mídia: Henrique Casagranda
Gerente de Mídia: Carolina Bianchi
Coordenação de Mídia: Samanta Sena e Renan Macedo
Analistas de Mídia: Letícia Brito, Renato de Oliveira e Raul Freire
Weber Shandwick Brasil:
Diretora: Bruna Rassi  
Gerente: Veridiana Magalhães 
Atendimento: Uly Campos 
BR Media Group
Comercial: Thiago Bispo, Raphael Vignola, Thais Semer, Camila Porto e Laura Cassaro 
Operações: Renan Della Matta, Rafaela Sgariboldi
Atendimento: Aline Aquilino, Enya Café, Stella Garofalo, Matheus Gonzaga
Planejamento: Allan Alves, Vitor Marques, Leticia Lopes
Análise de Dados: Andrea Cabral, Giovanna Caldano, Giovanna Feliciano e Raquel Calderon

Clients (Approvers) 
Yasmine Antacli
Mayara Aliprandi
Victor Delnero

Source: OMO

  Digital marketing, Droga5 São Paulo, Mayara Aliprandi, OMO, Remarketing, Unilever