From breakout
to breakthrough.
OSMO
A diabolical campaign that helped parents trick their kids into more learning, without the guilt.
BACKGROUND
How does Osmo go
from early adopters
to every household?
Osmo is an innovative education technology brand, designed for early learners (Pre-K - 3rd grade). Despite strong growth and a dedicated fan base, their brand and products were largely unknown by over 80% of their target market. Osmo needed a brand breakthrough.
Fort West was tasked with developing a compelling concept that would position Osmo as a top choice for parents looking for a fun and educational “toy.”
Services
+ Media Planning
+ Integrated Campaign
THE INSIGHT
What happens when
learning doesn’t feel
like learning?
Parenting is hard. When our kids struggle with schoolwork it only makes the juggling act feel more overwhelming. Finding something like Osmo, that our kids love to do (and secretly helps them learn) makes parents feel like not-so-evil geniuses. With Osmo, kids won’t know they’re learning — until it’s too late.
THE CONCEPT
Our nefarious plot?
Go diabolical on
the genius of Osmo.
Osmo feels like a diabolical plot by parents to disguise learning with fun. It’s sneaky, like putting ketchup on vegetables. It makes parents want to roll their fingertips against themselves and let out a maniacal “muahahaha”.
Building on this idea, our concept opens on an underground lair, reminiscent of a classic supervillain hideout — but with a twist. Parents, portrayed as lighthearted supervillains, gather to devise a way to get kids to think learning is fun…
THE DETAILS
Our concept direction
was deceptive by design.
Just like Osmo.
Building a campaign universe is where things get fun. Our creative team took every detail into consideration, from defining the story’s unique characters to meticulously art directing their environments. Easter eggs and extra gags can be found throughout.
THE PRODUCTION
Capturing content
that won hearts and
and dominated carts.
We filmed two TV spots, a series of micro-videos, and a full photography library for use across all marketing channels. The production was meticulously planned, including a diverse cast, intricate creative requirements, and a large volume of assets.
THE MEDIA
Sneaking Osmo
into homes through
out-of-home.
Our plan to trick kids into learning wasn’t executed under the cover of darkness. We pulled it off in broad daylight with 501 OOH units strategically placed across six key markets, including the headquarters of our biggest retailers.
THE EXTENSION
Naughty or nice?
Muahohoho!
From the outset, our concept was designed as a two-part campaign. We built awareness in the fall, and brought it home for the holidays. In act two, we “Muahohoho’d” ourselves into the hearts and minds of parents with a whimsical holiday jingle. This catchy tune served as a reminder that gifting Osmo is a win for both children and parents.
OUTCOMES OVER OUTPUT
“Beyond proud
of the work we
did together…”
– Ben Bartolomei, Brand Strategy Lead
+450M
TOTAL IMPRESSIONS
+20M
IN-APP PURCHASES
+40%
WEBSITE TRAFFIC
