São Paulo: Unilever’s home care brand OMO (Persil globally) has launched a culturally resonant marketing campaign inspired by one of the internet’s most persistent curiosities — “Is my phone listening to me?”. Created by Droga5, the campaign promotes Persil Wonder Wash – Short Cycles (known in Brazil as OMO Ciclo Rápido) by combining humour, social behaviour and lightning-fast remarketing to drive engagement and sales.
Present in seven out of ten Brazilian households, OMO is leveraging the popular conspiracy theory around targeted advertising to re-engage consumers who have previously interacted with the brand across social platforms. The campaign encourages followers to say the product’s name out loud three times and “ask their phones” for discount coupons — playfully nodding to the belief that devices listen to conversations and serve relevant ads in real time.
At the heart of the initiative is a data-led remarketing strategy that delivers Buy 2, Pay for 1 coupons via iFood, valid through December 18 or while stocks last. The offer applies to the 750 ml pack of Persil Wonder Wash – Short Cycles, a product designed to deliver effective cleaning and fragrance in just 15 minutes.
Since December 15, influencers including Thais Linares, Paulo André and Diego Cruz have joined the campaign by “testing” the theory on their own social platforms, saying the product name out loud to their devices and inviting followers to do the same, further amplifying reach and engagement.
“We’re very excited to launch this fun and innovative campaign. Who hasn’t talked about a product or topic and then immediately seen an ad about the exact same thing?” said Mayara Aliprandi, Marketing Manager at Unilever.
While the campaign adopts an ironic and playful tone, it is underpinned by a robust remarketing engine developed by agency Cadastra. Using consumer interaction data from OMO’s owned channels and influencer ecosystems, the strategy aims to reach high-intent audiences at scale, building on the strong performance the product has seen since its launch in Brazil in July.
“Creating marketing strategies that are part of everyday conversations in Brazil and campaigns that people truly identify with will always be our goal. At OMO, we understand that to connect with consumers, we need to be part of culturally relevant movements that are present in their daily lives. That’s how we demonstrate brand value and drive product sales,” Aliprandi added.
Through this campaign, OMO positions remarketing not just as a performance tool, but as a creative device — mirroring the speed and efficiency of its short-cycle detergent while embedding the brand into contemporary digital culture.
Droga5 São Paulo
Creative Agency: Droga5 São Paulo
Agência Criativa: Droga5 São Paulo
Client: Unilever
Campaign Name: Couponspiracy
CEO/Creative Chairperson: Felipe Simi
Co-CEO: Brisa Vicente
Chief Creative Officer (CCO): Rafael Ziggy
Chief Design Officer (CDO): Diego Limberti
Head of Design: Marina Cota
Executive Creative Director (ECD): Renata Leão
Creative Leader: Raphael Quatrocci
Art Director: Eduardo Diniz
Copywriter: Lucas Dias de Abreu
Executive Content Director (ECD): Vinicius Chagas
Content Leader: Kelly Neres
Content: Camilla Pinho, Kimani Santos, Paloma Leite, Ednaldo Domingos e Giulio Soeiro.
Chief Operations Officer (COO): Felipe Belinky
Chief Business Officer (CBO): Renata Cintra
Head de Account: Daniel Mason
Account Leader: Otavio Santos
Account Manager: Bruna Rodrigues
Chief Production Officer (CPO): Larissa Kubo
Head of Production: Lucas Cardoso
Project Leader: Tatiane Donatangelo
Project Manager: Vitor Mota
Chief Impact Officer (CIO): Gabriela Rodrigues
Chief Strategy Officer (CSO): Ana Cortat
Head of Strategy and Data: Mariana Cordeiro
Strategy Leader: Joaquim Carvalho
Strategist: Luciana David
Data Science: Denis Matos, Matheus Facci, Leticia Figueiredo, Gustavo Cruz
Broadcasters: Barbara Rafaelli
Dark Social Specialist: Priscila Sampaio, Lui Mello
Partners
Cadastra:
Diretor de Atendimento: Leandro Rodrigues
Gerente de Atendimento: Mayara Carrera
Coordenação de Atendimento: Daiane Souza e Fernanda Bueno
Analistas de Atendimento: Victória Cavalcante
Diretor de Mídia: Henrique Casagranda
Gerente de Mídia: Carolina Bianchi
Coordenação de Mídia: Samanta Sena e Renan Macedo
Analistas de Mídia: Letícia Brito, Renato de Oliveira e Raul Freire
Weber Shandwick Brasil:
Diretora: Bruna Rassi
Gerente: Veridiana Magalhães
Atendimento: Uly Campos
BR Media Group
Comercial: Thiago Bispo, Raphael Vignola, Thais Semer, Camila Porto e Laura Cassaro
Operações: Renan Della Matta, Rafaela Sgariboldi
Atendimento: Aline Aquilino, Enya Café, Stella Garofalo, Matheus Gonzaga
Planejamento: Allan Alves, Vitor Marques, Leticia Lopes
Análise de Dados: Andrea Cabral, Giovanna Caldano, Giovanna Feliciano e Raquel Calderon
Clients (Approvers)
Yasmine Antacli
Mayara Aliprandi
Victor Delnero
