Client: Nestlé Philippines
Category: Food, Beverage, Tobacco
Agency: OgilvyOne Worldwide
Award Entry Year: 2016
Milo is the most loved chocolate beverage in the Philippines. The brand has been around for over 50 years, has been a strong patron of nationwide sports programs for decades and owns 93 percent of the chocolate malt beverage market.
While the numbers are impressive, they also contribute to Milo’s biggest challenge yet: How exactly can the brand grow from here? The brand has matured, yet its engagement strategies have remained unchanged for some time. Reaching a plateau would mean risking the future of the business.
Milo’s 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. Market share had plateaued at 93 percent.
To address this desire for market growth, Milo needed to renew its value to its core target: moms. Milo set out to help them take on an issue that mattered to them and to Milo as a brand: energy and nutrition. In 2015, Milo saw an opportunity to expand the limited reach of its on-ground programs through technology. Milo set out to link the future of the brand with the future of the nation, using the Milo Champions Band and app to create not only an exciting new way to engage with moms, the main target, but also a solution that encourages kids to be active again.
The health of their kids is the top priority of moms, and they know that physical activity is a key component in keeping children healthy.
However, Filipino kids nowadays lack exercise. Today’s trends are fast food and electronics. In fact, the Philippines beats the global average screen time by more than double. Tablet usage in the country averages 115 minutes a day, while the global average is just 50 minutes a day. Meanwhile, physical education time in the country is just half of the global mean.
While a sedentary lifestyle in children is not a problem unique to the Philippines, it is especially pressing in the country. Research by the Department of Science and Technology indicates that 86 percent of students 11-18 years old are physically inactive. The percentage of overweight and obese children is also increasing year on year.
While moms want their kids to be healthy, they simply don’t have the tools to pry them away from their screens. This was the challenge Milo was determined to tackle head on.
The Milo Champions Band is a type of wearable technology that tracks energy expenditure. The Champions app, its partner mobile application, then matches this data against energy intake, as logged in to a built-in food journal. Used as a system, the band and the app help moms monitor children’s energy level tracking their physical activity versus calorie consumption.
Based on the child’s height, weight and age, the app computes the unique daily recommended number of steps for each child, as well as his or her nutrition and calorie intake. This data becomes the basis of the app’s personalized recommendations.
When the band detects that a child hasn’t achieved the target number of steps for the day, the app sends out a notification to let the mom know her child needs more active time. Conversely, the app provides smart food recommendations based on the mom’s current input of food.
For the platform to really get engagement, Milo needed both moms and kids on board. Milo applied successful gamification principles to make hitting energy targets turn into a rewarding screen experiences for kids.
Milo first launched the platform at the annual Milo Summer Sports Clinic. Kids received a band, and their moms were instructed to download the app. Both of them got to see how the system worked, as the app logged energy expenditure during the training. Beyond the clinic sessions, the platform became a mother-child bonding activity.
For the first time, Milo used technology to encourage kids to be active again. The Philippines is the first country to pilot the program. Insights gained from the Philippines’ first users are now being used to improve the program experience and scale the project not just nationally but globally, with pilots in Australia and Thailand.
Milo spent approximately $64,000 on the band and mobile app development and about another $20,000 on the pilot program rollout.
Below are the results of the campaign: