Malaysian Media Awards Winners Showcase

2016 | |

From underdogs to fighters: #NeverGiveUp attitude

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

The Challenge
MILO, while often perceived as an old nostalgic love, is no longer exciting. Other beverage brands have recently challenged MILO’s synonymous association with sport, causing wavering brand affinity and declining penetration. Milo needs to reclaim its iconic sports status and revive excitement to reverse dwindling market share.

Insight, Strategy and the Idea
Research revealed that mothers understand MILO’s nutritional values, but not the values sports bring. They needed ‘proof of concept’ of how their children can benefit from the ‘values of sports’. 30-second TVCs aren’t enough to bring this behavioral change. Thus, we created a branded content showcasing the journey of a non-performing children’s soccer team (Ombak FC) and how MILO, together with the coaches and parents, filled them up with the #nevergiveup spirit. We partnered with Astro to telecast on Malay and sports channels, leveraging their large radio, digital & print network

Media Execution
An 8-episode branded reality docu-drama (Takkan Gentar) following the ups and downs of Ombak FC with their coaches and parents was featured on Astro Prima, Maya & Arena. This brought to life how sports, together with MILO, nurture kids to never give up whether they win or lose. We had 24 original episodes and 72 repeats on 3 channels and multimedia promotions on leading Astro TV channels, radio, magazines and digital assets. The branded content gave us ample content to build an exciting campaign on digital and TV through episode footages, parents/coaches interviews and behind-the-scene videos

Results and Effectiveness
• “Takkan Gentar” achieved 86% enjoyment scores with kids and created 82% purchase intent amongst adults.

• More mothers were convinced on the values of sports — brand imagery of “Stimulates children to have an active lifestyle” went up from 94 (FY2014) to 96 (FY 2015).

• MILO’s market share increased by +1.4 bp from 86.6 (Jun) to 88.0 (Oct).

• Reversed a long running penetration decline by +1.5% during campaign.