Milo: TWISTED FOOTBALL

Credits & Description:

Advertiser: NESTLÉ PRODUCTS
Agency: OGILVY MALAYSIA
Category: Public Spaces
Advertising campaign: TWISTED FOOTBALL
Art Director: Ch'ng Kar Khuan (Ogilvy Malaysia)
Copywriter: Andrew Low (Ogilvy Malaysia)
Creative Director: Gavin Simpson (Ogilvy Malaysia)
Creative Director: Tan Chee Keong (Ogilvy Malaysia)
Art Director: Tan Chee Keong (Ogilvy Malaysia)
Art Director: Theng Lik Tat (Ogilvy Malaysia)
Web Designer: Ch'ng Kar Khuan (Ogilvy Malaysia)
Agency Producer: Eric Yan (Ogilvy Malaysia)
Art Director: Gavin Simpson (Ogilvy Malaysia)
Copywriter: Kok Lay Choon (Ogilvy Malaysia)
Agency Producer: Loo Seng Tuck (Ogilvy Malaysia)
Producer: Patminder Singh (Directors Think Tank)
Account Supervisor: Armand Adnan (Ogilvy Malaysia)
Chief Cretaive Officer: Gavin Simpson (Ogilvy Malaysia)
Account Supervisor: Nicklaus Lam (Ogilvy Malaysia)
Account Manager: Nizwani Shahar (Ogilvy Malaysia)
Director: Victor Manggunio (Directors Think Tank)

Brief Explanation
As the country’s most popular sport, football was the obvious choice. But teens know it as a sport their fathers and grandfathers played, and are more willing to experience and experiment with new kinds of sports. If Milo Cans were to connect with teens, it needed to do something never been done before.

Outcome
Milo redefined itself from just a ‘kiddy brand’ to a brand that’s cool for teens. In just 2 months, over 12,316 original Twisted designs were submitted • Milo Cans achieved their highest market share ever at 93% • Over 10.5 million cans sold • From a sport that never existed, Twisted Football breaks into the mainstream with the launch of the first nationwide Twisted Football Tournament • To date, over 8,100 Twisted matches have taken place with over 17,000 goals scored • Over RM1 million in PR value generated • RM0 spend in press.

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.

Implementation
We created the sport of Twisted Football. To launch the campaign, we built goalposts consisting of weird shapes and sizes at football fields across the country. Steel tubing were welded together to form random shapes. No two designs were ever the same. Inspired by our Twisted goalposts, teens could create, submit and vote for their designs at our Next Games Facebook site. Using simple triangles, squares and circles, the design permutations were endless. In turn, we built more Twisted goalposts with these user-generated designs with the two top designs used in the first ever Twisted Football Tournament.