Advertiser: Nestle Products Sdn Bhd Brand: MILO Fuze Creative Agency: Ogilvy Credits: Cindy Chia (Director, Client Leadership), Germaine Ooi (Manager), Soo Wai Ching (Executive), Allison Chin (Trading Director), Emily Chin (Senior Executive Nestle Products Sdn Bhd)
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With a competitor’s aggressive launch of a recent new product, MILO Fuze was witnessing a decline in market share. Also, our product was undergoing a revamp at the time, leaving very little budget to fight the competition with. We were tasked to recover our market standing with just RM48,000.
We created MILO Fuze Group X-treme: a challenge to take on 2 gym classes back-to-back! With a budget that denied ATL, we favoured engagement over messaging. We went to where the action was, capturing our time-starved target audience in their local gyms. It was the ideal setting to engage them in their workout mindset and maximize brand exposure in context – a strategy that exploited the crucial factors of the right place, time and conditions.
We flooded selected gyms with specific branding and engagement elements to cement the association between MILO Fuze and the energy it provides. (a) Branded timetables conveyed ongoing excitement. (b) MILO Fuze Group X-treme classes were identified with standees. (c) Sampling booths were on hand to dispense doses of liquid energy. (d) Instructors became brand advocates. (e) And participants gamely wore wristbands and competed in being the most energetic, to win MILO Fuze hampers.
By cornering a precisely targeted customer segment, we effectively reached 160,000 gym goers! ROI of our RM48,000 budget was recorded at 100%. Compared to 6 months prior, trials had increased by 15% (Millward Brown ATP), and we regained up to 9% in market share (+2.5 million sachets) (Retail Audit).