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

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