How MILO used innovation to turn Filipino childrenís screen habits into healthy habits
Filipino kids love their screens. And their increasingly sedentary lifestyle and lack of exercise is leading to real health problems, with childhood obesity increasing compared to the past years.
While moms want their kids to be healthy, they simply donít have the tools to prise them away from their screens. MILO was determined to tackle this problem head on. Its energy proposition and strong sports equity have always made it a champion of learning through sports. But this proposition was losing relevance with screen-obsessed kids and homework-focused moms. Market share had plateaued at 93%.
Through innovation we found a solution both to a real health problem and driving new consideration for the brand. Instead of treating technology as the culprit, we treated it as a solution. We created the MILO Champions Band and App: wearable technology and a mobile application that ëgamed upí kids activity, turning real world activity into rewarding on-screen experience. This enabled moms to track the balance of nutrition and activity.
Energy tracking was personalized based on a childís age, height, and weight. According to his behavior, the app also sent customized messages to his mom (e.g. he needs to move more, he needs more of a specific nutrient). MILO got kids active again with physical activity increasing 41%. Brand perception attributes amongst moms lifted by 13%. Product consideration lifted by an additional 9%.
This initial pilot success has given the brand momentum to scale the project not just nationally but globally with pilots in Australia and Thailand. With the Champions Band and App, MILOís growth is as secure as a healthier future for kids.