Omo creates smart clothes peg in an effort to make washing less of a chore
Laundry detergent brand Omo has created a smart clothes peg, ‘Peggy’, which informs users of the best time to do the washing according to a range of weather indicators.
The smart peg, created by J. Walter Thompson, is aimed at freeing up a family’s time for the “moments that really matter”.
It can monitor fluctuations in temperature, humidity and UV sunlight and takes macro weather data available from weather forecasting services and combines them with micro weather data to provide accurate drying times.
‘Peggy’ then pushes out reminders to users of when is the best time to do washing, hang it out and how long it will change. It also alerts users to changes in weather.
J. Walter Thompson Sydney ECD Simon Langley said in a statement: “Peggy exists to make the washing experience as smooth and easy as possible. We’ve all been there; hung the washing out only to have it rain, or forgotten about a load we’d put on, finding it a day or so later with that unmistakeable smell.
“Washing is a chore at the best of times, but having to do it twice is an annoying inconvenience. If we can give families an hour back on the weekend that’s a win.”
Paul Connell, marketing director, Unilever Laundry & Homecare ANZ, said Peggy’s launch in Australia was based on new research that revealed parents want to spend more time playing with their child, rather than everyday chores.
“In an average week, Australian families do one load of washing per day and this figure increases in the school holidays to almost 8 loads per week,” he said.
“In today’s complex and hyper–connected world, we believe brands have a responsibility to create and lead for positive change. 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. We’re excited to see how Australian families react and the potential for Peggy to play a bigger role in increasing our positive social impact”
‘Peggy’ is currently being tested by a range of households in Australia and is currently in beta phase.
Creative credits:
- Agency: J. Walter Thompson Sydney
- Simon Langley – Executive Creative Director
- Jay Morgan – Group Digital Creative Director
- Will Edwards & Chris Badger – Creative Team / Associate Creative Directors
- Angela Morris – Executive Planning Director
- Carly Yanco – Senior Planner
- Milly Hall – Group Account Director
- Isabelle Udall – Account Manager
- Innovation Manager – Michaela Upton
- Producer – Ellen Fraser
- Peggy Prototype & App development – Streaker
- Digital Delivery Director – Elicia Varley
- Senior Designer – Alex Eather
- Print Producer – Anastasia Nielsen
- Producers – Anastasia Nielsen & Niki Bentley
- Editor – Kel Gronow
I am always a fan of a better pegging experience
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Shorter version: It’s better to put your washing out when it’s dry.
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Wow, talk about technology for technology’s sake! Look out the window.
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the end of humanity as we know it.
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…seriously? What’s next… talking toilet paper to remind you, you missed a spot, I suspect this is a just a click bait topic for Omo…
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Is this April fools day. This is embarrassing for the entire industry. It’s a joke right.
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The folly of innovation by agencies. I thought I had it sussed – out of the washer into the dryer – job done…. So much more time for ‘kids’ – this is like the Furby of the laundry…and nearly as unattractive. Notifications from Peggy – so now not only do I have to wash – install a hills hoist – as shown here – but get that very large Peg, get the phone – wait for Pegs advice – this has just increased the trauma of wash days to a full time job. I know the eco down side of clothes dryer – but unless Peggy comes in the shape of Alice from the Brady Bunch not going there. I’m saying Peggy you don’t endear or incite me to buy Omo – but on the upside for the agency a great incremental revenue gainer for the Innovation team – imagine those time sheets.
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Don’t know what’s worse, the concept of this even being a thing or the fact it took a dozen odd people to come up with it…
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An embarrassing idea with an equally embarrassing rationale. Have any of the people quoted ever thought to listen to themselves? No-one speaks like this.
Meanwhile, Aldi and Homebrands continue to eat away at Unilever’s laundry business. And this does nothing to address that.
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Hi Unilever there is pressure in clients to win awards but it’s your job to not be suckered into silliness such as this.
There is zero insight – ask any ‘mum’ and they’d say it’s silly and ott. It’s also not even finished.
These kinds of things make us all look bad.
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Waste of time. Waste of money. This sort of so called innovation gives the industry a bad name. This is not useful nor interesting in any way.
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Does looking out of the window tell you your clothes are dry? No.
Does looking out of the window tell you how long it will take to dry your clothes? No.
The peg solves both of those problems.
Maybe try watching the video and think about the product and the problem before just commenting negatively.
I think it is a great idea.
Kudos to OMO for actually taking a test and learn approach. It clearly says it is in beta phase and being tested. I wish more brands took this approach rather than buying the shit TV and outdoor most of the industry here churns out week in week out.
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Should have ‘invented’ a laundry drone.
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Its the dolmio pepper grinder for washong powder. Genius
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The fact they needed research to suggest parents wanted to spend more time with their kids than doing chores is pretty funny.
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Any peg that tells me I have to go and do the washing NOW can go and get fucked.
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How about stop reducing the number of washes per bottle, your last bottle launched gives less washes per litre, very Cadbury of you!
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