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Dirt is Good

In 2004, OMO adopted “Dirt is Good” philosophy as a communications strategy and this enabled us to launch a program radically changing all traditions and perceptions for detergent marketing communications. We had the opportunity to reach a large audience in Turkey with the famous journalist-writer İclal Aydın, who as a mother explained the beauty of getting dirty with influential stories, under the guidance of Child and Adolescent Psychiatrist Prof. Dr. Yankı Yazgan. Reaching about 1 million parents and children in 21 cities within a period of 3 years, our success was remarkable for coordinating the SporOMO festival, which was launched for establishing personal communication in order to convince the consumers and has enlivened with the participation of the meritorious basketball player Mehmet Okur.