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Challenge
Parents today are extremely competitive. They pressure their kids to excel academically at the expense of being an all-rounder. Given MILO’s heritage in sports, we set out to convince parents that sports teaches kids good values, improves their wellbeing, and is good for their all-round development.

Solution
Realising that parents believe academic success equals good career, we set out to educate parents on how ‘Play Time’ teaches kids all-round skills, essential for life success. We launched a nationwide wake-up call based on the communications theme, “Play More, Learn More”, demonstrating the scope for learning outside the pages of a book. Strategically rolled out the campaign in 3 phases: Awareness, Education and Advocacy where we turned ‘academically-focused’ parents to provide kids a balanced lifestyle.

Execution
We launched an integrated campaign highlighting the life skills and values learned through sports. We elevated Awareness through TVC, Newspaper, Billboards and LRT stations. Advertorials in Newspapers, Magazines and PR Educated parents further. We even used unconventional touch points by recruiting Malaysian sporting heroes and their parents to share their positive experiences via Forums and Radio. For the final Advocacy phase, we used digital platform so advocates can pledge online ‘Play Time’ for their kids.

Results
Parents, media and government bodies preached the importance of sports, giving us more than RM1,600,000 worth of PR mileage! 68% more parents encouraged their kids to play sports (Source: Millward Brown). The Education Minister later announced that a compulsory sports syllabus will be introduced in schools.

Challenge
In a recessionary year, major renovations get postponed and this affected paint sales. To encourage sales in smaller quantities,
we needed more consumers to be interested to re-paint small areas of their homes. But different people are inspired differently. How do we integrate everything and yet satisfy different needs?

Solution
Understanding that different people are inspired differently, we used multiple approaches but with a single aim – to get them to pick up the paint brush and repaint just a small area. Strategy was to target the social Influencers first. They are crucial in creating a cascading effect as they are the focal point of their respective social circles. Editors, DJs, bloggers and celebrities were identified as Influencers. Get them inspired and the rest will follow.

Execution
Different platforms were used to motivate and inspire – magazine spreads, paint workshops, TV sponsorship, radio contest, virtual colour applications and online forums. In each of this, the Influencers together with Nippon Paint were the paint experts and colours were the main theme. All Influencers had to get their hands dirty by making over a part of their homes. This not only showed how easy it was to re-paint but really fun and rewarding as well.

Results
1.5million viewers watched our TV show. Bloggers reached out to 2.8million people. Magazine editors created more than 50 unique wall-designs. And radio contest reached 2million listeners. Collectively, these ‘small projects’ contributed to a 18% increase in sales and made Nippon Paint #1 paint brand by Frost & Sullivan in 2009.