Description
Seeing social media content appear at exactly the moment a desire or plan comes to mind is one of the great mysteries fueling countless online conspiracy theories, “Is my phone listening to me?”. OMO, Unilever’s leading fab clean brand, present in 7 out of 10 Brazilian households, is tapping into this cultural curiosity with a creative and strategic remarketing campaign created by Droga5 to re-engage consumers with discount coupons for Persil Wonder Wash - Short Cycles (in Brazil: OMO Ciclo Rápido), almost as fast as a washing machine short cycle itself.
Based on consumer interactions with OMO’s official channels and creators platforms, the brand leverages robust data sets to deliver Buy 2, Pay for 1 discounts via iFood through December 18, or while supplies last. The promotion applies to Persil Wonder Wash - Short Cycles 750 ml, a product that delivers unbeatable cleaning and fragrance in just 15 minutes.
Since December 15, influencers including Thais Linares, Paulo André and Diego Cruz have joined the conversation, “testing” the theory on their own social platforms by saying the product name out loud to their devices and encouraging followers to do the same.
Despite the ironic tone and playful take on the idea that phones listen to people’s conversations, the campaign is backed by a robust remarketing strategy developed by agency Cadastra. The initiative aims to reach as many consumers as possible, while also leveraging the influence of OMO’s creator squad and the strong performance Persil Wonder Wash - Short Cycles has seen since its launch in July in Brazil.
This professional campaign titled 'Is Your Phone Listening to You?' was published in Brazil in December, 2025. It was created for the brands: OMO Detergent and Persil, by ad agency: Droga5. This Content, Experiential, and Integrated media campaign is related to the Household Products industry and contains 1 media asset. It was submitted about 1 month ago.
Credits
Droga5 São Paulo
Creative Agency: Droga5 São Paulo
Agência Criativa: Droga5 São Paulo
Client: Unilever
Campaign Name: Couponspiracy
CEO/Creative Chairperson: Felipe Simi
Co-CEO: Brisa Vicente
Chief Creative Officer (CCO): Rafael Ziggy
Chief Design Officer (CDO): Diego Limberti
Head of Design: Marina Cota
Executive Creative Director (ECD): Renata Leão
Creative Leader: Raphael Quatrocci
Art Director: Eduardo Diniz
Copywriter: Lucas Dias de Abreu
Executive Content Director (ECD): Vinicius Chagas
Content Leader: Kelly Neres
Content: Camilla Pinho, Kimani Santos, Paloma Leite, Ednaldo Domingos e Giulio Soeiro.
Chief Operations Officer (COO): Felipe Belinky
Chief Business Officer (CBO): Renata Cintra
Head de Account: Daniel Mason
Account Leader: Otavio Santos
Account Manager: Bruna Rodrigues
Chief Production Officer (CPO): Larissa Kubo
Head of Production: Lucas Cardoso
Project Leader: Tatiane Donatangelo
Project Manager: Vitor Mota
Chief Impact Officer (CIO): Gabriela Rodrigues
Chief Strategy Officer (CSO): Ana Cortat
Head of Strategy and Data: Mariana Cordeiro
Strategy Leader: Joaquim Carvalho
Strategist: Luciana David
Data Science: Denis Matos, Matheus Facci, Leticia Figueiredo, Gustavo Cruz
Broadcasters: Barbara Rafaelli
Dark Social Specialist: Priscila Sampaio, Lui Mello
Partners
Cadastra:
Diretor de Atendimento: Leandro Rodrigues
Gerente de Atendimento: Mayara Carrera
Coordenação de Atendimento: Daiane Souza e Fernanda Bueno
Analistas de Atendimento: Victória Cavalcante
Diretor de Mídia: Henrique Casagranda
Gerente de Mídia: Carolina Bianchi
Coordenação de Mídia: Samanta Sena e Renan Macedo
Analistas de Mídia: Letícia Brito, Renato de Oliveira e Raul Freire
Weber Shandwick Brasil:
Diretora: Bruna Rassi
Gerente: Veridiana Magalhães
Atendimento: Uly Campos
BR Media Group
Comercial: Thiago Bispo, Raphael Vignola, Thais Semer, Camila Porto e Laura Cassaro
Operações: Renan Della Matta, Rafaela Sgariboldi
Atendimento: Aline Aquilino, Enya Café, Stella Garofalo, Matheus Gonzaga
Planejamento: Allan Alves, Vitor Marques, Leticia Lopes
Análise de Dados: Andrea Cabral, Giovanna Caldano, Giovanna Feliciano e Raquel Calderon
