HELP GIVE SHOES Publicis Manila für Milo

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HELP GIVE SHOES

In die Sammlung hinzufügen
Notiz hinzufügen
Branche Energy Drinks (en)
Medien Fallmethode
Markt Philippinen
Agentur Publicis Manila
Executive Creative Director Marlon Rivera
Creative Director Jayel Ladioray
Art Director Joaquim Laurel
Copywriter Ace Ballesteros
Veröffentlicht September 2010

Kredite und Beschreibung

Category: Titanium and Integrated
Advertiser: NESTLÉ
Product/Service: MILO POWDERED DRINK
Agency: PUBLICIS MANILA
Date of First Appearance: Jun 13 2010
Executive Creative Director: Marlon Rivera (Publicis Manila)
Creative Director: Jayel Ladioray (Publicis Manila)
Copywriter: Ace Ballesteros (Publicis Manila)
Art Director: Joaquim Laurel (Publicis Manila)
Visualizer: Barbie Penalba (Publicis Manila)
Visualizer: Kel Endaya (Publicis Manila)
Business Unit Director: Charmaine Campaner (Publicis Manila)
Account Director: Paolo Cabanero (Publicis Manila)
Account Manager: Cathy Arguelles (Publicis Manila)
Media placement: TVC (30s, 45s, 60s) – Estimated Over 500 Spots - High Rating Free To Air Nationwide TV Channels – GMA, ABS-CBN, And TV 5 - July 4 - October 2, 2010
Media placement: Print Ad - Centerspread in 3 Broadsheets - Manila Bulletin, Phil. Star, Phil. Daily Inquirer - June 13, 2010
Media placement: Print Ad - Centerspread in Magazine - Adobo Magazine - August 2010 Issue of Adobo Mag
Media placement: Light Rail Transit (LRT) Train wrap and interiors - Metro Manila - Santolan to Recto Route - Nov 1- Dec 31, 2010
Media placement: Billboard - 7 Key Cities all over the country: Baguio, Davao, Ceub, Iloilo, Naga, Tarlac, Ca - June 15 - Aug 14, 2010-Baguio
Media placement: Billboard - Davao, Cebu, Iloilo, Naga, Tarlac - Aug 1 - Sep 20, 2010 - Davao
Media placement: Billboard - Cagayan de Oro - Nov 1 - Dec 31, 2010

Describe the campaign/entry
The MILO Marathon has been a constant venue for people to stay fit, meet friends and have fun. In 2010, MILO gave the public a more meaningful reason to join its biggest event. Every time a runner joined, part of the registration fee was used to provide underprivileged children with running shoes.

The cause’s communication campaign was inspired by a unique Filipino custom among kids who want to ask their relatives for a new pair of shoes. Instead of giving their shoe size, they trace their foot and send the actual paper cut-out. This iconic foot cut-out became the foundation of the campaign.

The public embraced the cause of MILO. Over 200,000 runners joined as a sign of their commitment to help these children strive for a better life. Because for these runners, they’re not just giving away shoes to these kids, they’re giving them the inspiration to become champions.

Describe how the campaign/entry was launched across each channel in the order of implementation
An inspiring campaign about a young boy chasing his paper foot cut-out and in the end receiving a brand new pair of running shoes was launched via the following materials:
o 60-second TVC - most popular and relevant medium for the target market.
o 60-second Station ID - launched in one of the country’s top shows.
o Print Ads & Magazine Ads – provides nationwide reach and allowed MILO to target a niche group.
o Ambient/Out-Of-Home – used to create buzz in key cities before the race and to provide scale (e.g. Mass Rail Transit).
o Digital – used to disseminate information about the cause and provide a venue for consumers to give their feedback.
o Special Edition MILO® 1kg Canister - used to generate awareness on trade and as an “in-home” reminder of the cause.
o Creative TV Buys – used to feature live updates and actual stories of the recipients.

Give some idea of how successful this campaign/entry was with both client and consumer
The people embraced the cause. The number of participants in the National MILO Marathon increased from 183,620 in 2009 to 200,367 in 2010. This allowed the brand to provide more than 4,000 children, from 18 different parts of the country, with a brand new pair of running shoes.

The campaign also made a positive impact on the brand itself. MILO® was able to increase its market share to 90% - its highest ever. This is a clear indication that a lot of Filipinos supported the advocacy and that the whole nation played its part in inspiring these kids in their quest to become champions not just in sports, but also in life.