OMO Launches A Smart Peg To Hang Your Clothes With

OMO Launches A Smart Peg To Hang Your Clothes With

Laundry detergent brand, OMO, has teamed with J. Walter Thompson to launch ‘Peggy’; the world’s smartest clothes peg, developed in Australia as part of OMO’s ‘real play’ marketing strategy.

Aimed at lightening the load for families and to get children actively playing, Peggy informs users of the best time to do the washing according to a range of weather indicators.

Taking familiar design cues from a vintage timber peg, it can monitor fluctuations in temperature, humidity and UV sunlight. Peggy also takes the macro weather data available from weather forecasting services and combines them with micro weather data to provide accurate drying times and weather indicators relative to your family home.

Peggy then notifies families of these changes and updates via push notifications, in a bid to free them up for the moments that really matter.

Walter Thompson Sydney ECD Simon Langley said Peggy had been specifically developed as a real and practical way to bring the OMO ‘Real Play’ strategy to life as part of its Dirt is Good mission.

“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 unmistakeable smell,” he said.

“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.”

Peggy key features omo version

Paul Connell, marketing director, Unilever Laundry & Homecare ANZ said Peggy’s launch in Australia was based on new research that revealed parents want to spend more time playing with their child, rather than everyday chores.  “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,” he said.

“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”

Walter Thompson Sydney group digital CD Jay Morgan added, “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.”

Billed as the world’s smartest clothes peg, Peggy is currently being tested by a range of households in Australia.  While it 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




Please login with linkedin to comment

omo peggy smart peg SXSW Awards

Latest News

PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
  • Technology

PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel

PubMatic has launched a new partnership with creative AI firm Nova to allow brands and agencies to repurpose any social post into an ad for any digital channel. Nova enables brands and agencies to redeploy existing, high-performing creative from social media with one click to any digital ad channel cutting costs while improving performance over […]

Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
  • Campaigns

Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign

Intuit Mailchimp has launched its first Australian brand campaign, “To: Australia From: Mailchimp” created by its in-house agency, Wink Creative. Intuit Mailchimp’s debut Australian campaign is a love letter to Australian marketers with its creative concept drawing from the visual elements of email to create familiarity. Using elements such as a navigation bar and a […]

GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
  • Technology

GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers

Rob Hall, founder and CEO of Playground xyz, now GumGum’s global head of data, has hailed the integration of Playground’s APAC media offering into GumGum’s overall offering, saying that the digital advertising market had moved on significantly in recent years. “The internet is changing from following people around based on their past behaviours. The fact […]

Mastercard Nabs Florencia Aimo From Marriott International
  • Advertising

Mastercard Nabs Florencia Aimo From Marriott International

Florencia Aimo (lead image) has been appointed to the role of vice president of integrated marketing and communications, Australasia, at Mastercard after the departure of Kirsty Redfearn earlier this year. In the new role, Aimo will lead Mastercard’s marketing efforts across Australia, New Zealand and the Pacific Islands. She will manage a high-performing team of […]

Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
  • Advertising

Bastion Agency Appoints Cheuk Chiang As New ANZ CEO

Bastion has appointed one of the industry’s most respected and experienced leaders, Cheuk Chiang, as CEO for Australia and New Zealand to deliver against the agency’s plans for significant growth. Lead image: Jack Watts and Cheuk Chiang Chiang, whose career has been deeply rooted in innovation and leadership across creative, media, data and technology, where […]

Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
  • Marketing

Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport

It’s only Wednesday, and this week in the professional sporting world has already been shrouded in disappointment. From the Cronulla Sharks’ Braydon Trindall being barred from training and playing for the immediate future due to an alleged Drug and Alcohol driving charge, to the Newcastle Knights losing superstar Kalyn Ponga to a long-term injury and […]

World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
  • Marketing

World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024

The 71st Sydney Film Festival has announced that it will present the World Premiere of Midnight Oil: The Hardest Line for its Opening Night Gala on Wednesday, June 5, at the State Theatre, followed by a post-screening celebration in the Sydney Town Hall. The Hardest Line tells Midnight Oil’s trailblazing story for the first time […]

Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
  • Marketing

Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards

IntelligenceBank, the platform that empowers global marketing teams to go to market faster, maintain brand integrity across channels and maintain legal compliance, is pleased to announce open entries for the 2024 Brandies. Once again, the Brandies will celebrate the brilliant brand work produced by marketing and brand heroes worldwide. Past winners included marketing teams from […]

The Fred Hollows Foundation Appoints Ardent For PR
  • Advertising

The Fred Hollows Foundation Appoints Ardent For PR

The Fred Hollows Foundation has appointed Ardent, an independent full-service agency, to lead its upcoming public relations campaign, concluding a competitive pitch process. The exciting partnership will see Ardent support The Foundation across earned media relations, ambassador procurement, influencer engagement, and social media amplification for their two major community fundraising events in 2024. With an […]

AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
  • Marketing

AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows

Fiverr International Ltd. has released its 2024 Business Trends Index, which is compiled from trending searches for freelance digital services on Fiverr’s platform. Among the millions of searches on the marketplace over the past six months, AI, eCommerce and social media marketing all saw significant increases. The Index shows that businesses are seeking out skilled […]

Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
  • Advertising

Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media

oOh!media has launched Perth’s first 3D anamorphic billboard. Located in Yagan Square, the billboard will display ads for local science museum Scitech, created by oOh!’s creative innovation hub POLY. Richard Moore, production and content director, POLY, said: “oOh! continues to invest in adding scalable 3D and 3DA technology to our digital network across Australia. It […]

MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
  • Marketing

MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI

Crown Resorts and MasterChef Australia are setting the table to welcome fans and foodies to a new pop-up restaurant and unique dining experience called ALUMNI at Crown Melbourne, the first of its kind in the Southern Hemisphere. ALUMNI will see a rotating cast of MasterChef Australia alumni at a pop-up restaurant for a limited time, […]

Amanda Laing Announces Resignation From Foxtel Group
  • Campaigns

Amanda Laing Announces Resignation From Foxtel Group

The Foxtel Group has announced that Amanda Laing, Foxtel Group chief commercial and content officer and BINGE managing director, has resigned and will be leaving the Group later this year. “Since joining the Foxtel Group in 2018, Amanda has been instrumental to the Foxtel Group’s content strategy and has played a key leadership role in […]

The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
  • Media

The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special

After more than 100 years, Australians will hear from the Anzacs of Gallipoli in their own words. Tomorrow, Thursday April 25, in an Anzac Day eight-page special, News Corp Australia’s state and regional mastheads will publish The Lost Letters. Kept safe by the Australian War Memorial, the hand-written letters have been transcribed for this special. […]

Howatson+Company Acquires Akkomplice
  • Advertising

Howatson+Company Acquires Akkomplice

Coinciding with the 10th anniversary of the agency, Akkomplice has joined Howatson+Company. Akkomplice was founded in Melbourne by Kenny Hill in 2014 after leadership roles with JWT, DDB and M&C Saatchi. Since then, the independent creative agency has worked with leading brands, including Kellogg’s, Darrell Lea, Mercedes-Benz, Sirena, Slater & Gordon, Pringles, Choice Hotels, Wesfarmers […]

Google Delays Third-Party Cookie Deprecation Again
  • Technology

Google Delays Third-Party Cookie Deprecation Again

Google has announced that it will be delaying the end of third-party cookies on Chrome potentially into 2025. Google said that there were “ongoing challenges” with the deprecation plans, related to “reconciling divergent feedback from the industry, regulators and developers.” It had been planned to finally kill the cookie in the “second half of Q4” […]

“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
  • B&T Exclusive

“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes

Charity organisation Cancer Chicks has launched a powerful new brand platform and campaign, FUCC It, empowering young women living with cancer and gathering support from everyday Australians. “FUCC It”, developed via an integrated partnership between Initiative IMPACT and MBCS, aims to become a cultural catchcry to empower young women not to let cancer, severe chronic […]