Rather than demanding consumers to fill forms or do other silly things to participate in a contest, Omo in Brazil simply asked people to try their new formula and experiment something new.
Using a metaphor for the way the product’s extra-cleaning particles work (they seek out dirt in fabrics), what’s new about this promotion is also that the prize seeks out the winner.
With a GPS device installed in a few lucky packs, winners have to do absolutely nothing to get the prize. Once they buy the product, a team will just locate the winning pack with a GPS tracker.
Thinking of your next assignment, can the promo mechanics be used to communicate your key message?