Advertiser: NESTLÉ
Agency: OGILVY MALAYSIA
Category: Fast Moving Consumer Goods
Advertising campaign: TWISTED FOOTBALL
Web Designer: Ch'ng Kar Khuan (Ogilvy Malaysia)
Senior Executive: Chun Kok Kei (Mindshare)
Chief Creative Officer: Gavin Simpson (Ogilvy Malaysia)
Creative Director: Gavin Simpson (Ogilvy Malaysia)
Account Manager: Armand Adnan (Ogilvy Malaysia)
Copywriter: Kok Lay Choon (Ogilvy Malaysia)
Agency Producer: Eric Yan (Ogilvy Malaysia)
Associate Director: Gilbert Vicente (Mindshare)
Senior Executive: Soo Wai Ching (Mindshare)
Executive: Lee Kah Yee (Mindshare)
Agency Producer: Loo Seng Tuck (Ogilvy Malaysia)
Producer: Patminder Singh (Directors Think Tank)
Manager: Satwinder Dhillon (Mindshare)
Copywriter: Andrew Low (Ogilvy Malaysia)
Art Director: Gavin Simpson (Ogilvy Malaysia)
Office: Mindshare Malaysia (Mindshare)
Executive: Sheryn Fong (Mindshare)
Creative Director: Tan Chee Keong (Ogilvy Malaysia)
Art Director: Ch'ng Kar Khuan (Ogilvy Malaysia)
Client Leadership: Cindy Chia, Director (Mindshare)
Account Supervisor: Nicklaus Lam (Ogilvy Malaysia)
Account Manager: Nizwani Shahar (Ogilvy Malaysia)
Art Director: Tan Chee Keong (Ogilvy Malaysia)
Art Director: Theng Lik Tat (Ogilvy Malaysia)
Director: Victor Manggunio (Directors Think Tank)
Outcome
Milo redefined itself as a cool brand for teens. Over 12,316 original Twisted designs were submitted. Teens engaged more than ever with the brand by spending an average of 16 minutes on facebook with fans increasing by 68%. Milo Cans achieved its highest market share ever at 93%. With over 10.5 million cans sold. Media Impressions: 886,632,934. Clicks: 685,009. Click-Through-Rate: Facebook 1.14% (Page Post Ads)/AdoTube Pre-Roll Video 7.25%. The sport was featured on press and TV with a combined PR value of RM1 million. RM0 spend in press. Over 8,100 Twisted matches have been played with over 17,000 goals scored
Client Brief Or Objective
Milo Cans was perceived as a ‘kiddy’ brand for kids 7-12. It needed to appeal to the teen market segment by leveraging on its strong association with sports. As the country’s most popular sport, football was the obvious choice. But teens know it as a sport their fathers and grandfathers played. Rather than the old and familiar, teens are more willing to experience and experiment with new kinds of sports. This year, under our Milo Cans Next Games platform, we took on the challenge to redefine what football is to teens, on their own media turf.
Implementation
We created the sport of Twisted Football. To launch it, we built Twisted Football goalposts across the country. Each Twisted goalpost came with its own unique shape and dimensions. Through mobile, online tutorial videos, interactive posters, YouTube and Facebook, we introduced the rules of the game to millions online and on-ground. With simple rules, the sport became an instant hit. On our Next Games Facebook page, teens could design, submit and vote for their most twisted designs. The best designs were made a reality while the two most popular designs were used in the first ever nationwide Twisted Football Tournament.
Execution
We created the sport of Twisted Football. To launch it, we built Twisted Football goalposts across the country. Each Twisted goalpost came with its own unique shape and dimensions. Through mobile, online tutorial videos, interactive posters, YouTube and Facebook, we introduced the rules of the game to millions online and on-ground. With simple rules, the sport became an instant hit. On our Next Games Facebook page, teens could design, submit and vote for their most twisted designs. The best designs were made a reality while the two most popular designs were used in the first ever nationwide Twisted Football Tournament.