Milo Promo, Case study MILO MARATHON by ZenithOptimedia Manila

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Industry Non-alcoholic drinks
Media Promo & PR, Case study
Market Philippines
Agency ZenithOptimedia Manila
Released May 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: NESTLÉ
Date of First Appearance: May 30 2010
Chairman: Venus Navalta (ZENITHOPTIMEDIA)
Nestle AOR Director: Dinna Zaratan (ZENITHOPTIMEDIA)
Associate Media Director: Dave Corpin (ZENITHOPTIMEDIA)
Media Buying Manager: Joyce Gomez (ZENITHOPTIMEDIA)
Media placement: Television - ABS-CBN, GMA-7 - June 13, 2010
Media placement: Radio - ABS-CBN Regional, RGMA, RMN, MBC, Quest Broadcasting, Catholic Media Network, Me - August 22, 2010
Media placement: Print - Runners World Magazine, Adobo Magazine, Philippine Daily Inquirer, Philippine St - May 30, 2010
Media placement: Out-Of Home (Billboards) - Cebu City, Davao City - August 4, 2010
Media placement: Out-Of Home (Train Wrap & Tube Ads) - Metro Manila - October 30, 2010

Insights, Strategy & the Idea
Milo dominated market with 88% share; growth was challenging. A core pillar of Milo’s positioning is the annual National MILO Marathon. The task: re-energize the Milo Marathon franchise creating clear differentiation from amongst clutter of marathons. The objective: sustain the almost 200,000 number of runners.
Beyond Milo’s primary target of mothers with children ages 7-12, the Milo Marathon targeted a wide audience: people from all walks of life, moving in one direction, in varying speed and distance. Winning is reaching their destination, hurdling whatever barriers come their way.
Previous marathons revealed an interesting fact: underprivileged children running these races barefoot, some even winning the provincial legs. The insight “My passion to win will overcome any barrier” – in line with Milo’s ‘building champions’ overcoming all barriers - led to the idea of harnessing the ‘Filipinos’ innate spirit of goodness’ through an advocacy campaign to ‘give a child a pair of shoes’.

Creative Execution
Our solution, a campaign called: “Help Give a Child a Pair of Shoes.” This noble cause needed very sensitive approach to stir nationwide empathy leading to buzz and participation. We executed a 3-part campaign:
Seeding: Kick-off the campaign with GreenDay: three top celebrities “marathoned” through different TV shows promoting Milo Marathon’s cause - a market first. “Running” with them were early recipients of pairs of shoes.
Activation: Create empathy by bringing the story of these courageous kids , creating a sense of urgency to do your part:
• Vignettes sharing engaging stories of recipients
• Count-up on number of Milo shoes given
• Live countdowns on different Milo Marathon elimination races
• Custom-made emotional music video showcasing the ‘passion to win’
Amplification: Spread the word through TV spots, creative magazine pop-ups, metro train wraps, billboards in strategic locations to encourage more runners to join the 34th MILO Marathon.

Results and Effectiveness
Milo ran the extra mile and exceeded its targets: the 34th National MILO Marathon gave away 4,200 pairs of shoes ,+5% vs. target; 200,367 runners participated,+3% vs. 2009 and generated heart warming buzz for Milo helping “build champions in life.”
Spontaneous Awareness for Milo’s “Give a Child a Pair of Shoes” was at 83% (Millward Brown Q4, 2010.) 2010 sales volume increased over 4% year-on-year, market share rose 2% to 90%.
The rousing success of the 34th National MILO Marathon has become a new benchmark: the 35th MILO Marathon now targets to provide an ambitious 10,000 shoes to indigent children.