Milo Promo, Case study NEXT GAMES by Ogilvy & Mather Kuala Lumpur

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Industry Non-alcoholic drinks
Media Promo & PR, Case study
Market Malaysia
Agency Ogilvy & Mather Kuala Lumpur
Art Director Oon-Hoong Yeoh, Martin Ng, Gorden Hiew, Chin Kai Loon, Gavin Earle Simpson
Copywriter Andrew Low, Kevin Vijayakumar, Kok Lay Choon
Designer Alexandra Sum
Producer Jeremy Zainal
Account Supervisor Sharon Khor
Released October 2011

Credits & Description

Category: Best Consumer Engagement
Advertiser: MILO
Product/Service: MILO CANS
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)
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

Insights, Strategy & the Idea

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 their childhood. 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.

Creative Execution
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.

Results and Effectiveness
• Sales of MILO Cans jumped by 44% during the campaign period
• 9.6 million 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.
• Media spend in press - RM0.
• 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.
• Next Games was exposed to over 5.79 million.(The average Facebook user has 130 friends - Source: Facebook).