Milo Design & Branding 360 PONG by Ogilvy & Mather Kuala Lumpur

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360 PONG

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Industry Soft Drinks
Media Design & Branding
Market Malaysia
Agency Ogilvy & Mather Kuala Lumpur
Art Director Oon-Hoong Yeoh, Gorden Hiew, Gavin Earle Simpson
Copywriter Andrew Low, Kevin Vijayakumar
Producer Jeremy Zainal
Account Supervisor Sharon Khor, Syakirah Mazrah, Angelina Villanueva
Released October 2011

Credits & Description

Category: Promotional Item Design
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)
Copywriter: Andrew Low (Ogilvy Malaysia)
Copywriter: Kevin Vijayakumar (Ogilvy Malaysia)
Agency Producer: Eric Yan (Ogilvy Malaysia)
Agency Producer: Loo Seng Tuck (Ogilvy Malaysia)
Agency Producer: Munirah Razali (Ogilvy Malaysia)
Production Company: (Mojo Films)
Producer: Jeremy Zainal (Mojo Films)
Film Director: Barney Chua
Account Supervisor: Angelina Villanueva (Ogilvy Malaysia)
Account Supervisor: Sharon Khor (Ogilvy Malaysia)
Account Supervisor: Syakirah Mazrah (Ogilvy Malaysia)
Media placement: Internet - Youtube - 4th October 2011

Describe the brief from the client
The challenge was to make MILO relevant again to an entire generation of teens who value independence and self-expression.

Describe the challenges and key objectives

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.

Describe how you arrived at the final design
The brand needed to redefine itself and what it was known for to an entire generation of teens. Traditional sports just didn’t work. Instead of the brand telling teens, we got the design from the teens themselves. From over 5,704 Next Games ideas that were submitted online at our Next Games Facebook, 360 Pong and its spinning table mechanics was entirely imagined and created by teens themselves. They even wrote their own rules to the game. We only helped make the Next Game idea a reality by constructing it into an actual playable structure.

Give some indication of how successful the outcome was in the market
• With 360 Pong, MILO Cans sales jumped by 44% during campaign period. That’s 9.6 million cans sold in only 6 months.
• 5,704 Next Games ideas submitted by teens.
• 44,543 new fans on Facebook . That’s more than Pepsi, MTV World Stage Asia and Apple Malaysia combined.
• Past 3 months consumption tripled and increased by 33%.
• Next Games was exposed to over 5.79 million people. (The average Facebook user has 130 friends - Source: Facebook).
• Next Games became one of the top searches on Google.
• Media spend on press ads - RM0.