Malaysian Media Awards Winners Showcase

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Challenge
MILO’s National Consumer Promotion was challenged by competitors, who offer multi- million dollars in prizes while MILO had only mini toy vans as prizes. We needed a creative in-store solution that would make our “mini prize” look like a million bucks.

Solution
As retailers themselves have strong emotional bond with MILO, we involved them as part of our marketing team. Their role is to provide MILO with more retail space and in return, MILO incentivizes them through a unique trade contest. The most creative and larger-than-life display featuring MILO vans will win prizes, PR coverage and bragging rights. Every retailer in Malaysia and Brunei were invited to participate.

Execution
To promote the campaign to retailers, we dispersed sales teams into every region. This also induced healthy competition within the trade circle. Participating retailers decked out their stores, trying to outdo each other with larger or better looking MILO displays. Some even built replicas of MILO vans! Although winners of this trade contest would receive monetary rewards, it became apparent that they were also driven by emotional pride and love for the brand.

Results
This was MILO Malaysia’s most successful promotion ever recorded. Over 94% of Malaysia’s retailers, totaling more than 60,000 retailers, participated in this trade activity. This resulted in 304,840 MILO Minivans redeemed by consumers, which was 12% ahead of the projected redemption rate.