On the path to convert OMO’s consumers to Ariel Titanium 2.0, the clients would like to target a new & specific group of target audience.
And here’s what’s on their minds
“I am a working Wife and Mom. I try to balance both Work and Home-life.
Career is important, but taking care of my family is a priority too.
However, when it comes to laundry, I don’t have enough time to achieve the best results I want and what my family deserves, while managing my work at office.
Despite my best efforts, it’s challenging to excel in both.”
Therefore, we’ve come up with several ideas to depict precisely the picture of a hardworking woman slash a devoted mom.
After bouncing back and forth,
this concept stood out to be the winner.
Until when we think she’s exhausted with the pile of dirty garments, it’s when she HANDS-OFF, leave it all to Ariel to handle.
These are my favorite scripts to feature
that I wish it would come to life somedays for how relatable it actually is in today context.
1/ The Mommy-preneur
A mommy-preneur who manages the dual responsibilities of her own business and household chores, particularly the demanding and time-consuming pre-laundry task. Being hands-on on these roles requires her to constantly multitask and multiply herself to complete.
However, with Ariel, the laundry burden is significantly reduced, allowing Mom to be hands-off and reclaim quality time for herself and her family.
1/ A Mommy-vlogger
A content creator mom who has to continually craft materials about her home life. Despite this, she also has the responsibilities of house chores, specifically, the pre-laundry tasks. Being constantly “hands-on” on everything makes her multitasking to fulfill these roles.
Ariel steps in to lift off this burden, allowing her to be hands-off and reclaim precious time for herself and her family.
Side note: For this script, we are asked specifically to go with H’hennie.
Even though I was not able to stick it till the end, I’m grateful to break my Gen Z character once in a while with this brief.
creative director: tra tran
associate creative director: hoang-phuong nguyen
art director: fa fah (dung trinh)
copywriter: chau huynh
chau huynh 
Leave a comment