Malaysian Media Awards Winners Showcase
2013 | Bronze | Best Use of Out of Home Media
Advertiser: Nestle Products Sdn Bhd Brand: MILO Creative Agency: Ogilvy Credits: Mindshare Malaysia — Cindy Chia (Director, Client Leadership), Gilbert Vicente (Associate Director), Christine (Manager), Chun Kok Fei (Senior Executive), Soo Wai Ching (Senior Executive), Sheryn Fong (Executive), NESTLE Products Sdn Bhd, 12Media
Challenge
Every Malaysian kid loves MILO. Yet, when they grow up into teenagers, they consume less MILO or stop drinking it because they perceive MILO as their mum’s brand, making it “uncool”. MILO’s challenge is to win over teens whilst staying true to the brand proposition of “Sports teaches positive values”.
Solution
Teenagers like pushing boundaries and putting their own twist on familiar things. Merging this insight with MILO’s sports proposition, we leveraged Malaysia’s biggest sport (football) and put a twist to it by developing engaging, interactive OOHs where teens can design their own unique football goalposts. These distinctive OOHs were strategically placed in universities nationwide. Teenagers could share their creation online and get the chance to see their creation come to life in football fields.
Execution
To instigate teens’ creativity, we designed life-size panels with a stretchable band across the goalpost that students can twist into any shape, take a photo, and then share with friends. We placed these panels in visible, high traffic campus areas (cafeterias and student hangouts) to maximize interaction. The panel’s QR code led teens online to create more virtual goalposts, win prizes and see their “creations” brought to life through MILO “Twisted Football” Facebook app.
Results
Past week consumption amongst teenagers increased 61% (source: Millward Brown). Consumer advocacy increased with 180,000 new Facebook fans (74% higher than pre-campaign) and 12,316 unique football goalposts were created (number of entries were 95% above NESTLE’s average) during campaign period.
