OMO launches smart peg to help lighten the consumer load

Connected smart peg is designed to help families know when it's time to do the washing and when it's time to play

Washing detergent brand, OMO, has partnered with J Walter Thompson to launch what it claims is the world’s smartest clothes peg.

Dubbed ‘Peggy’, the smart peg features light, humidity and temperature sensors, along with a Wi-Fi module, in order to provide consumers with information on the best time to do the washing according to various weather indicators. It combines these features with macro weather data from weather forecasting services as well as the local weather data to provide specific insights on conditions at the user’s location. The forecast weather data is supplied through open-source weather APIs.

The peg is synced to a user’s mobile phone and uses push notifications to update consumers of these changes in weather conditions. It also features a USB charging port and longlife in-built battery.

Users will see on their mobile screen a weather snap shot, approximate finished drying time, drying cycle and wash cycle timing, and also have the ability to set reminders on when to plan a wash.

OMO said Peggy was part of its ‘real play’ marketing strategy aimed at helping not only lighten the load tor families, but also encouraging active play for children.

The peg is in beta and is currently being trialled by several Australian households. The brand has created a short YouTube video to detail how the smart peg works, as well as emphasise its focus on helping families spend more time outdoors together.

Unilever laundry and homecare A/NZ marketing director, Paul Connell, said the smart peg came off the back of research that showed parents wanted to spend more time playing with their child, rather than on everyday chores. The research showed that in an average week, Australian families do one load of washing per day, increasing to almost eight loads per week during school holidays.

“In today’s complex and hyper-connected world, we believe brands have a responsibility to create and lead for positive change,” he said, adding Peggy would help the brand increase its positive social impact. “OMO’s commitment is to finding ways to help lighten the load for parents and getting children developing to their full potential through play.

“I see innovation and being open to explore solutions like Peggy as key to us achieving this.”

J Walter Thomas Sydney executive creative director, Simon Langley, said Peggy was a real and practical way to bring the ‘real play’ strategy to life, which fits within OMO’s ongoing Dirt is Good mission.

“Peggy exists to make the washing experience as smooth and easy as possible,” he said. “If we can give families an hour back on the weekend, that’s a win.”

The agency’s group digital creative director, Jay Morgan, added Peggy was an example of how innovative new technologies could be applied within the creative process.

“Brands are strongest when they’re not only talking about their purpose, but actively demonstrating it through innovation and new product development,” he commented.

A spokesperson said a small quantity of working prototypes had been produced for the initial consumer testing program and OMO hoped to then have a larger release of Peggy.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Customer experience crisis: Proactively mitigating the risk of broken promises

Last Friday, three weeks after United Airline’s spectacular customer experience disaster, customers received a letter from the company’s CEO, Oscar Munoz.

Very rarely have I come across views so true. There are so many gems in this article, reflective of reality, onec can read it again and a...

Shyam Mishra

ANZ digital chief: Tackle the ‘frozen middle’ of your organisation or face irrelevancy

Read more

STOP STEALING BUISNESS CLASS TOILETS from A380, new 787's and A330's!!!!Thats what you call customer experience ONE toilet for all Busine...

Joe

Qantas CMO: What it's taking to evolve our customer experience

Read more

Dare i suggest that a "CEO" role in a peak industry body like Think Brink is not really much of a leap from CMO because it is also a mark...

Sventana

CMO to CEO: Think Brick chief reveals what it takes to make the jump

Read more

Grate post, thanks for the post.No matter what your business is, if you do no not rank among the top most search results of Google, Yahoo...

Rahul

Image intelligence:10 must-see infographics for marketers

Read more

Thank you Shane Blandford for carrying my Smarketing vision into KM !

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

Latest Podcast

More podcasts

Sign in