Category: Fast Moving Consumer Goods
Advertiser: MILO
Product/Service: MILO CANS
Agency: OGILVY MALAYSIA
Group Executive Creative Director: Gavin Simpson (Ogilvy Malaysia)
Creative Director: Gavin Simpson (Ogilvy Malaysia)
Art Director: Gavin Simpson (Ogilvy Malaysia)
Art Director: Yeoh Oon Hoong (Ogilvy Malaysia)
Art Director: Gorden Hiew (Ogilvy Malaysia)
Art Director: Chin Kai Loon (Ogilvy Malaysia)
Art Director: Martin Ng (Ogilvy Malaysia)
Copywriter: Andrew Low (Ogilvy Malaysia)
Copywriter: Kevin Vijayakumar (Ogilvy Malaysia)
Copywriter: Kok Lay Choon (Ogilvy Malaysia)
Web Designer: Alexandra Sum (Ogilvy Malaysia)
Web Designer: Ch'ng Kar Khuan (Ogilvy Malaysia)
Agency Producer: Eric Yan (Ogilvy Malaysia)
Agency Producer: Loo Seng Tuck (Ogilvy Malaysia)
Agency Producer: Munirah Razali (Ogilvy Malaysia)
Programmer: (Mediacliq)
Production Company: (Mojo Films)
Producer: Jeremy Zainal (Mojo Films)
Film Director: Barney Chua
Account Supervisor: Sharon Khor (Ogilvy Malaysia)
Media placement: Internet - Youtube - 4th October 2011
Describe the brief/objective of the direct campaign.
As the leading chocomalt beverage in Malaysia, MILO has long been synonymous with traditional sports. But this strong association also became its problem. It only reminded teens of the kids they were. As soon as they left school, they dropped out of MILO. The challenge was to make MILO relevant again to an entire generation of teens who value independence and self-expression.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To make MILO relevant to teens, we launched MILO Cans Next Games – a platform on Facebook that gave teens a chance to create sports that reflected their individuality. Teens could also experience other kinds of Next Games on-ground and online via interactive banners. Thousands of teens started creating their own Next Game. The desired outcome was to get teens to actively participate with the brand by Q4 2011. Increase past 3 months teens consumption by 20% and increase volume sales for MILO Cans by 20% to a monthly average of 84,200 during campaign period vs same period in 2010.
Explain why the creative execution was relevant to the product or service.
MILO has always been associated with traditional sports. It’s also a brand that only utilised traditional media to connect with consumers. However, the brand needed to redefine itself and how it reached to teens. As such, MILO Cans needed to reconnect with teens on their own turf. From their consumption habits, teens are far more likely to interact and engage with a brand online rather than in traditional media channels.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
•In 8 weeks, 5,704 original Next Games were created by teens.
•44,543 new Facebook fans, more than Pepsi, MTV World Stage Asia and Apple Malaysia combined.
•Sales of MILO Cans jumped by 44% during the campaign period
•9.6m cans sold in only 6 months.
•Past 3 months consumption tripled and increased by 33%.
•Incremental ROI of 12x with only a budget of USD125,000.
•Next Games was exposed to over 5.79m.(The average Facebook user has 130 friends - Source: Facebook).
•Next Games became one of the top searches on Google.