Malaysian Media Awards Winners Showcase





2011 | |

MILO Ambushes Official World Cup Sponsors

Advertiser: Nestle Products Sdn Bhd
Brand: MILO
Creative Agency: E-Design
Credits: Allison Chin (Trading Director), Lim Chin Shelley Lee/Eddie Tan (E Design), Nestle Products Sdn Bhd, BigTree Outdoor

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Challenge
To take advantage of FIFA World Cup fever, MILO ran a football-themed “Hidup Bola” promotion, offering consumers MILO-branded football merchandise. Amidst the clutter of activities by other non-sponsors and huge ad spends by FIFA global sponsors, how could the MILO campaign stand out?

Solutions
Our surveys revealed that the MILO football jerseys created for our promotion would be a big ‘hook’. Therefore, we decided to use the jersey as the ‘hero’ of the campaign. After much analysis, we chose large billboards to literally make the jersey ‘larger-than-life’ and also because this medium was relatively free from the “football clutter” prevalent on Print, TV and Radio.

Execution
For best impact, we selected billboards in high traffic market centers. Then we amplified our jerseys – LITERALLY – by turning billboards into gigantic MILO jerseys. To further enhance the jersey’s life-like appearance, solid backings had to be removed from the sleeves during installation to allow movement when they catch the wind. Excited football fans bought MILO to take part in our promotion, hoping to win these cool MILO football merchandises.

Result
MILO jersey demand was overwhelming! The promotion redemption rate was 2.9 times higher than industry average. Sales increased by an unbelievable and unprecedented 36.5% YOY.