Malaysian Media Awards Winners Showcase





2012 | |

Milo Inspires Teens To Create The Next Game

Advertiser: Nestle Products Sdn Bhd
Brand: Nestle MILO Can
Creative Agency: -
Credits: -

Challenge
Kids spend most of their time in school, making it a great avenue for MILO to educate them on the positive values of sports. However, schools tend to deliver their education through textbooks, while MILO is all about being active. How do we marry the two and communicate our message?

Solution
Teenagers value independence and self- expression as avenues to freely express their individuality and creativity. With this insight, we launched MILO Cans “Next Game” – a platform that inspires teenagers to think out of the box by challenging them to redefine sports creatively yet realistically. The sports that teenagers want the most were then made into a reality.

Execution
We brought “Next Game” to life via a Facebook application where teenagers can submit their entries based on originality and self-defined rules. MILO seeded in its own sports, “FootDunk” and “360 PingPong” were shared and made viral by bloggers who inspired their followers to think creatively and trigger submissions. Other than standard digital media buys to drive site traffic, we deployed creative display ads to strengthen our “Next Game” proposition amongst teenagers.

Results
The “Next Game” campaign attrac