OMO Quick Wash: DCO for relevance in the right moment
Following the 2025 launch, Drop8 advanced the digital communication of OMO Quick Wash for Unilever through contextual DCO across mobile, desktop and tablet, situational programmatic DOOH, and time-targeted video and CTV placements.
OMO Quick Wash — FMCG
Following the 2025 launch, Drop8 advanced the digital communication of OMO Quick Wash for Unilever through contextual DCO across mobile, desktop and tablet, situational programmatic DOOH, and time-targeted video and CTV placements.
Context
Following the 2025 launch of OMO Quick Wash, Unilever advanced the digital communication of the detergent, which is optimised for short wash cycles from 15 minutes. Drop8 delivered the programmatic campaign through Omnicom Media Group.
Challenge
The message of speed and efficiency needed to appear precisely when saving time was most relevant in everyday life. Content environment, location, device and time of day therefore had to work with the right creative.
Solution
A data-driven DCO campaign for OMO Quick Wash that activates the product promise of speed and efficiency contextually across display, PDOOH, video and CTV.
Results
15 min. — Optimised for short wash cycles. 4 contexts — Cooking · Sports · Family · Automotive. 4 channels — Display · PDOOH · Video · CTV
The approach
Following the successful launch of OMO Quick Wash in 2025, its digital communication was taken to the next level. Working for Unilever through Omnicom Media Group, Drop8 delivered a data-driven campaign that brought the product promise into consumers' everyday lives. OMO Quick Wash is optimised for short wash cycles from 15 minutes and designed for people looking for fast, efficient solutions in a dynamic lifestyle. At the heart of the campaign was a [[g:contextual-targeting|contextual]] [[g:dco|DCO]] approach. Different creatives were delivered automatically in relevant content environments around cooking, sports, family and automotive. “Our goal was to place the core message of speed and efficiency precisely in the moments when saving time is especially relevant to our audience,” says Jana Lorena Heini, Brand Manager Laundry at Unilever. The campaign ran across mobile, desktop and tablet. Contextual signals ensured that each ad appeared in a fitting environment. In [[g:programmatic-dooh|programmatic digital out of home]], the message also changed by location: “More evening after work” at train stations, “Next stop: short cycle” at stops and “Quick in the shopping cart, quick in the wash” at the point of sale. Video and [[g:ctv|CTV]] placements extended the campaign into additional relevant usage moments. Desktop ads ran primarily during working hours, while CTV focused on evenings and weekends. This aligned channel, message and timing with each situation. Creative execution was another key focus. In collaboration with SeenThis, attention-grabbing, high-performing creatives were developed to respond flexibly to different usage situations and communicate the messages with precision. The campaign combines data-driven technology, contextual delivery and creative excellence to make brand communication genuinely relevant in the right moment.
The impact
The campaign connected contextual DCO across mobile, desktop and tablet with situational programmatic DOOH and time-targeted video and CTV placements. Flexible creatives for relevant usage situations were developed in collaboration with SeenThis.