OSMO

Osmo is a breakthrough education technology for early learners (Pre-K - 3rd Grade). They needed a big idea that would help break them out of the category and become a top choice for parents looking for a fun toy — a “toy” that will leave their kids smarter than when they started.
Early campaigns depended on heavy product explanations and deep discounts, but they had reached a saturation point for “early adopters.” They needed to reach a wider audience.
We started from the insight that learning doesn’t feel like learning with Osmo. It feels intuitive. It feels fun. It feels like a choice by the child. And, more often than not, it’s harder to get your kid to STOP playing with Osmo than it is to get them to start. From there it was a quick walk to that diabolical feeling you have as a parent when you trick your kid into doing something good for them, like hiding veggies in a smoothie. In the case of Osmo, the product takes the guilt out of giving your kids screen time — they are learning, and they don’t even know it, leaving you feeling like an evil genius. Muahahahaha.
The campaign consists of two 30-second TV spots. The first imagines a cabal of evil genius parents conspiring to fool their kids into embracing learning as fun (something all parents can resonate with). The second, our holiday spot, shows just how great life can be for parents when their kid receives an Osmo. These core narratives are supported by a suite of targeted display, social, and out-of-home assets. We made the most of our out-of-home budget by strategically placing our ads on routes to and from popular back-to-school and holiday retailers stocking Osmo, as well as a Times Square spectacular, which ran for the month of December.