Ogilvy Malaysia 2015
Milo Champions Never Gives Up
For years, MILO was THE brand that championed the holistic development of children; but its cultural relevance was eroded by the rise of Tiger Mums who felt it wasn’t enough for their children to do well, they had to be the BEST.
Qualitative research and social listening showed that Tiger Mums lead the conversations on child development and wielded a disproportionate amount of influence. Holistic Mums were more passive in their behaviour.
Our strategy was to deliver a provocation so hard-hitting, it would spark a debate that would get Holistic Moms off the benches and into the dialogue, making them our advocates and reframing the conversation about child development from the immediate gratification of the perfect grade to nurturing the right attitude for long-term success in life
For years, MILO was THE brand that championed the holistic development of children; but its cultural relevance was eroded by the rise of Tiger Mums who felt it wasn’t enough for their children to do well, they had to be the BEST.
Qualitative research and social listening showed that Tiger Mums lead the conversations on child development and wielded a disproportionate amount of influence. Holistic Mums were more passive in their behaviour.
Our strategy was to deliver a provocation so hard-hitting, it would spark a debate that would get Holistic Moms off the benches and into the dialogue, making them our advocates and reframing the conversation about child development from the immediate gratification of the perfect grade to nurturing the right attitude for long-term success in life
The campaign touched nearly half of the Malaysian population, reaching over 14million Malaysians.MILO Brand preference increased 12.6% amongst mothers (primary target).
This translated to an additional 2.5million kgs in Average Monthly Sales.Ultimately, during the campaign period, MILO saw a reverse in a long running penetration decline, and brought the brand back into 84,000 households.
With our help, the Department of Education implement a One Child, One Sport campaign, requiring students to take up at least one sport.
It made a nation realise that what our children need is not the constant push to excel but the encouragement to never give up.
This translated to an additional 2.5million kgs in Average Monthly Sales.Ultimately, during the campaign period, MILO saw a reverse in a long running penetration decline, and brought the brand back into 84,000 households.
With our help, the Department of Education implement a One Child, One Sport campaign, requiring students to take up at least one sport.
It made a nation realise that what our children need is not the constant push to excel but the encouragement to never give up.
After all, Failure is not the absence of wining but the absence of trying.
EFFIES 2016
Bronze – Non-alcoholic beverages category
Finalist – Engaged Community
Bronze – Non-alcoholic beverages category
Finalist – Engaged Community
