Malaysian Media Awards Winners Showcase
2010 | Silver | Best Use of Integrated Media Campaign
Advertiser: Nestle Products Sdn Bhd Brand: MILO Creative Agency: - Credits: Germaine Ooi (Senior Executive, The Exchange), Foong Zaai Yee (Executive, The Exchange), Cindy Chia (Director, Client Leadership), Allison Chin (Director, The Exchange), Emily Chin (Senior Executive, The Exchange), Yvonne Tan (Senior Executive, The Exchange), Betty Liang (Executive, The Exchange), Nestle Products Sdn Bhd
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.
