Category: Best Online Advertising in a Promotional Campaign
Advertiser: NESTLÉ PRODUCTS
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 objective of the promotion.
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 how the promotion developed from concept to implementation.
We launched MILO Cans Next Games – a platform on Facebook that gave teens a chance to create sports that reflected their individuality. We also seeded an entirely new game – 360 Pong on popular sharing sites. Teens could also experience other kinds of Next Games on-ground and online via interactive banners. Soon, thousands got onboard in creating their own Next Game. They could change the rules of existing games, or better yet – write their own rules.
Explain why the method of promotion was most relevant to the product or service.
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 traditional media channels.
Describe the success of the promotion with both client and consumer including some quantifiable results.
• In 8 weeks, 5,704 original Next Games were created by teens.
• 44,543 new Facebook fans, more than epsi, 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 US$125,000.
•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.