Osmo
A diabolical, integrated campaign that led to more learning and less guilt.
- Campaign Strategy + Concept
- World-building + Character Development
- Art Direction, Design, + Copywriting
- TV: Broadcast + OTT Spots
- OOH: AR Placements + Unique Billboards
- Digital Ads + Social Media
- Production Management
What we delivered.
01
Campaign Strategy + Concept
02
World-building + Character Development
03
Art Direction + Design + Copywriting
04
TV — Broadcast + OTT
05
OOH — AR Placements + Unique Billboards
06
Digital Ads + Social Media
THE CHALLENGE
How does Osmo go from early adopters to every household?
Osmo needed a brand breakthrough. With brand awareness stagnating in the “early-adopter” crowd, Osmo came to Fort West to craft the big idea (and detailed follow-through) they’d need to make a splash in every marketing channel imaginable.
THE INSIGHT
What happens when learning doesn’t feel like learning?
With Osmo, learning feels intuitive. It feels fun. It feels like a choice by the child. And, more often than not, it’s harder to get your kid to STOP playing with Osmo than it is to get them to start.
THE IDEA
With Osmo, kids won’t know they’re learning — until it’s too late.
Parenting is hard. Sometimes you need a break, and often that break involves screen time. Osmo takes the guilt out of screen time, giving parents a break while growing their child’s brain. As a parent you can feel good about it. In fact, you might even feel like a diabolical genius knowing your kids are learning without even knowing it.
THE CAMPAIGN
Our nefarious plot?
Go all-in on Osmo.
We produced broadcast TV and OOH in key markets, along with a nationwide push in all other forms of media, including OTT, social, and digital. Our team crafted the entire creative approach, from scripts to key art, and all other cascading communication elements, many of which were customized based on location and placement.
THE DETAILS
Deceptive by design.
Building a campaign universe is where things get really fun. Our creative took every detail into consideration, from defining our story’s unique characters to meticulously art directing their environments. Easter eggs and extra gags can be found throughout our spots. The final result is a wealth of assets — something for every channel imaginable.
OOH
Sneaking Osmo into homes through
out-of-home.
Our plan to trick kids into having more fun learning wasn’t executed under the cover of darkness. In fact, we pulled it off in broad daylight with 501 out of home units strategically placed in six select markets, chosen to reach our target audience with pinpoint accuracy. We also not-so-stealthily surrounded the headquarters of our biggest retailers like Amazon and Target, as well as popping up in Osmo’s own backyard.
THE RESULTS
More awareness, more learning, and more cheer.
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Total Impressions
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Total OOH Units
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In-app Purchases
THE EXTENSION
We weren’t done yet. Muahoho.
From its conception, Muahahaha was meant to be a two-part campaign, establishing awareness of Osmo’s value in the fall and bringing it home for the holidays. In act two, we “Muahoho’d” ourselves into the hearts and minds of parents with a whimsical holiday earworm that reminded parents the gift of Osmo is a gift for them as well.
