Bangkok--Oct 3--JWT Public Relations
“Omo Plus Whiteness Transformation” campaign has been extremely successful so far with the overwhelming numbers of votes pouring in for the five ladies from five careers who are contending for the final round. This ongoing campaign is to search for the one-and-only Omo Lady who can be the most confident and outstanding in bright white outfits from those five contenders from five professions in white uniforms, by outfitting them with the white confidence before they step up on to the catwalk as professional models in the final.
Omo Plus detergent, by Unilever Thai Trading Ltd., has unveiled, for the first time in the history of all special events, “Omo Plus Whiteness Transformation” campaign to create a new wave in the industry by making over the lives of 5 ladies from 5 white-wearing professions, making them more outstanding with their bright white uniforms. Those ladies are chemist, yoga instructor, chef, tennis player businesswoman whose confidence in careers depends on the bright whiteness of their uniforms. These five ladies had participated in a series of workshops that turned them into even more outstanding selves ready to step on to catwalk showing off their new bright white dresses.
All of these five ladies from five professions have, since the last August, gone through several workshops including personality development, makeup, self-caring as well as professional modeling taught by famous instructor and model. Those workshops were to ready them in the final round of contest in which they will step up into the catwalk with their bright white dresses. Only one of them will be selected the ‘Miss Omo’ by the judges and the consumers will vote for the Miss Popular Vote.
This event has so far created an uproar of excitement among those who have witnessed it, especially when those five ladies from five professions appeared to the eyes of the audiences in their bright white costumes as if they are professional models. Among those on the catwalk include celebrities like Khet Thanthap and Sirinya ‘Cindy’ Berbridge. Omo Plus has not only turned the dullness of the clothes into whiteness, but has also turned those ladies to become more outstanding Omo ladies in their bright white outfits
Also, in the event, there was the magical atmosphere created to allow participants to have personal experiences with the Omo whiteness. White Studio, a portrait studio, were there to make anyone’s wish to be beautifully white as professional models true. Participants could also materialize their dreams by having their photo taken with various fancy white dresses to choose from.
Those who vote for the winning Omo Lady have the chance to win 250 special give certificates from Big C worth Bt2,000 each or Bt500,000 in total on 8 October 2005 at Big C, Rangsit. The winners will be announced at the news bulletin boards of every branch of Big C from 14 October 2005.
About Unilever Group
Unilever Group of companies in Thailand has been Thailand’s leading manufacturer and distributor of consumer products for more than 70 years. There are five groups of Unilever’s products created for the Thai market including personal products such as Sunsilk, Clinique Clear, Axe and Rexona deodorants, and Close-up toothpaste and Dove. Household products include Breeze, Omo, and Surf detergents, Comfort fabric softener, Sunlight dishwashing liquid, and Vim floor cleaning liquid. Skin care and cleaning category including Ponds, Vasline, Citra, Lux soaps. Ice cream and food business include Walls ice cream, Knorr, Lipton Tea and Bestfood. The last group is Unilever’s Direct-sale network.
Objectives of the campaign
“Omo Plus Whiteness Transformation” campaign is created following the findings of several research about consumer’s needs. According to those findings, nowadays more people who have to wear white outfits want their clothes to always be brightly white because it can help boosting their self-confidence. However, problems with white-color outfits are that they are difficult to take care of and can easily get dull after a few washes. The campaign is to show that all consumers in all professions are able to look good and confident when they wear white bight outfits washed by Omo Plus.
The Campaign
The “Omo Plus Whiteness Transformation” campaign selected 5 women from 5 different professions that usually require them to wear a lot of white-color outfits and usually face with the dull-looking clothes more than other people. These ladies include chemist, yoga instructor, chef, tennis player and businesswoman. The campaign turned these 5 ladies to new look in which they became more confident and elegant in new bright white outfits. These 5 ladies were exclusively trained by a professional instructors and popular professional model. The judges would select only one lady from these 5 contenders to be Miss Omo and the consumers will vote for the Miss Popular Vote.
Sales promotion
- Consumer will get a coupon to vote for Omo ladies when they buy a 1,300-gram Omo Plus from every branch of Big C during now and end of September 2005
- 250 lucky voters will receive gift vouchers, worth Bt2,000 each, with the total value of Bt500,000.
- The lucky draw will take place on 8th October 2005 at Big C Rangsit and the winners will be announced on the public announcement boards at all Big C stores nationwide on 14th October 2005.
Introducing 5 Omo Girls
1.Chemist (Front row, 1st from left)
Khun Jaa, Sureerat Wongsirirak graduated from the Faculty of Phamacy,
Chulalongkorn University and Faculty of Medicine, Thammasat University. She currently is the owner of Sureerat clinic.
2. Yoga instructor (Front row, middle)
Yoga instructor Khun Nan or Narissara Pornsawad is the owner of Smile Dance school. She teaches yoga, Thai dancing, ballet and jazz dancing as well as Thai instruments.
3. Chef (Back row, right)
Khun Aoy or Montira Bangkunkam is a former chef from Fortune Hotel. She has now a plan to operate her own restaurant.
4. Tennis player (Back row, left)
Khun Jeab or Marissa Nirote is a former player in Thailand’s national tennis team. She is now a tennis instructor at Charearn Tennis Court and Sport club.
5. Businesswoman (Front row, 1st from right)
Khun Mon or Narumon Phongthammarak is a businesswoman from DSP Co, Ltd.
Pharmacy, Chulalongkorn University University.
For more information, please contact: JWT Public Relations
Pornchanan Mongkolkul 0-2204-8223 or 0-1755-1105
Click for photo release at www.thaipr.net End.