Lowe Istanbul came home with two wins at the 6th Effie Turkey Advertising Effectiveness Awards. Lowe Istanbul was awarded the Best Sustainable Success Effie for the Omo “Dirt is Good” communication platform that has now entered its 10th year. Domestos was awarded a Bronze Effie Award in the Cleaning Products Category for its work on developing the toilet rim block market.
During a time when all brands were communicating how “bad” stains were, Omo took a risk in 2004 and managed to differentiate itself from its competitors by communicating the idea that “Dirt is Good”. Omo has been the leader in its category since then, and continues to communicate and strengthen the brand’s functional assets. At the same time, Lowe Istanbul has integrated and leads the “Dirt is Good” brand strategy and creative vision across a range of countries including South Africa, Saudi Arabia, Morocco, Algeria, Iran, Tunisia, Ghana, Kenya, Nigeria and the Ivory Coast.
The success achieved in meeting and surpassing the brand’s business, behavioral and awareness objectives, once again brought us the most valuable award. This is the 5th award that Lowe Istanbul and Unilever were awarded for Omo.
Lowe Istanbul didn’t stop there. Unilever brand Domestos also came back with a Bronze Effie triumph for its 2013 project on developing the toilet rim block market.