Integrated Use of Media

The Shortlist
CAMPAIGN
MILO Cans Twisted Football
AGENCY
Ogilvy & Mather
CLIENT
Nestle Products
BRAND
MILO
DETAILS
CAMPAIGN SUMMARY

When your brand is THE staple drink of every kid in the country, chosen by mums for its nutritional, energy-giving properties, entering the beverage world of teens, a polar opposite world of lifestyle, out of home and social consumption seemed like an impossible task.
 
As a brand that stood for nutrition and energy, MILO’s 60 year legacy was that of a ‘must have’ drink to give to growing up children in Malaysia. But being the No. 1 choice for mums also made MILO one of the least preferred beverage choices for teens desperate to shed their ‘kiddy’ image.
 
Despite having the right ready-to-drink, canned format for teens who spent most their time out of home, sales for MILO Cans were stagnating after the initial success of its ‘Next Games’ campaign in 2011.
 
This entry describes how MILO Cans successfully leveraged its learnings from the previous year to seize the attention and imagination of teenagers nationwide with ‘Twisted Football’.
 
Our strategy, “Empowering teens to redefine the game” was activated where it mattered most to teens; online and on-ground with an integrated campaign that seamlessly blended on-ground activation, ambient media, digital content and social media into an engaging experience that invited teens to reappraise MILO.
 
Twisted Football shattered every KPI set; recruiting nearly 140,000 new Facebook fans, increasing trial amongst teens to over 67%, raised average monthly volumes by almost 10% (beating Coke by a wide margin) and ultimately sold over 430,000 more MILO Cans compared to the previous year.
 
CAMPAIGN
Disney's Haunted Halloween 2013 - Scream No More Challenge
AGENCY
Hong Kong International Theme Parks
CLIENT
Hong Kong International Theme Parks
BRAND
Hong Kong International Theme Parks
DETAILS
CAMPAIGN SUMMARY

How do you break the rule of marketing new haunted houses during Halloween, which has seemed to be the success formula in the theme park industry for over a decade?
 
How can the happiest place on earth become relevant to consumers who are actively seeking scary experience during Halloween?
 
How do you break a best-of-the-best 6-year record performance?
 
Halloween 2013 for Hong Kong Disneyland (HKDL) made all the above possible with “Scream No More” Challenge that went hand-in-hand with the company’s big initiative of park expansion and permeated the whole of Hong Kong to recreate a new culture of Halloween celebration!
 
Media made a difference through a matrix of communication bombardment, the anchor strategy was an impactful viral effect through online-offline integration - partnering with popular culturally ingrained DJs, key opinion leaders (KOLs) and fashion retail brand to evangelise the practice of screaming control based on a booklet, before the real Challenge at HKDL.
 
A new pride of HKDL, this campaign achieved 7-year record highest attendance and exceeded our KPIs performance. This unconventional strategy also generated a total accumulated video views of an incredible 5.2M of which a strong 4M views were purely earned from viral effect. 
CAMPAIGN
Glam Dog
AGENCY
Fred & Farid Shanghai
CLIENT
Glamour Sales
BRAND
Glamour Sales
DETAILS
CAMPAIGN SUMMARY

Chinese e-commerce war never ends, and all the brands are fighting against each other to sign the fashion icons, fashion KOLs, and sexiest stars as ambassador to increase brand awareness.
Our client Glamour-sales is a young and smart luxury flash sales website needed a glamorous spokesperson to stand out.
Our idea was simple but original: we did not consider any of the hottest stars that our competitors looked for, we selected a "spokesdog". We called it the "Glam-Dog" to present the brand spirit: Glamoursales makes everything more glamorous!
First we introduced the Glam Dog by teasing Chinese netizens on Weibo and invited them to make their own dog more glamorous. Then a “Glam Dog Fashion Show” was organized directly on the famous Bund in Shanghai. The spokesdog is so fresh to the Chinese audience that the topic went viral with a total number view of 2.650.000 on Weibo. Then we pushed it even further, we made our Glam Dog star become the brand's community manager on Weibo, WeChat and other digital platforms.
 
Globally, our fans were fascinated by this "Puppylarity". The GlamDog campaign succeeded in attracting Chinese's netizen's attention, and helped boosting the traffic on brand's website from 4M to 6M, with sales increased by 47% during the period!
 
 
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