Sportz Village Xp

Client Brief

Milo by Nestle India is one of the popular cocoa-malt based health drinks, with a strong competition from Horlicks, Complan & Boost. The brand owns a heritage of having nourished champions around the world by providing nutrition and inspiration to grow with sports.

A high-engagement platform to introduce the new MILO Milo was relaunched in 2017 in a ready-to-drink milk-based format crafted especially for growing children. The brand ran an advertising campaign, 'MILO: Grow with Sports' for awareness; however a cost-effective direct engagement platform for kids was sought to get top-of-mind.

Idea

Helping Milo underline its energy proposition for kids and strong sports equity, we conducted 'Milo - National Quiz' for classes III to X based on Sports and Nutrition. It served as an action for the brand's intent for creating awareness among students about the importance of sports and healthy nutrition, and a platform to introduce the newly launched product. The components of the quiz were developed keeping in mind that they require low specialized skill and included in-school activities to encourage participation. Exclusive content was developed for different age groups keeping in mind the difficulty level and skill requirement.

Execution

Focus cities: Delhi, Mumbai, Chennai, Kolkata & Bengaluru
Target Group: 8-13 years students and teachers from A & A+ schools Period: 4 months

School registration drive
Sampling
: Distributing Milo samples, Milo merchandize and Parent detailers to the students. The parent detailers contained
instructions and sample worksheets related to the quiz to help their kids prepare for the competition
Quiz Competition: Pen and paper-based 30 minutes sports quiz under the supervision of class teacher
Gratification: Top 3 best-performing students were selected as winners and awarded medals & certificates.

Result

Milo enters the consideration set for every kid and parent reached as a brand that believes in the value of sports and healthy living.

  • Scaled reach: From 1.1 lacs kids from 130 schools in 5 cities in 2018 to 3.6 lacs kids from 400 schools across 11 cities in 2019
  • The new ready-to-drink Milo sampling to all participants
  • Purposeful content generated for media coverage in leading dailies like TOI

Sportz Village Xp

Activation & Experiential

  1. Bengaluru

Services

Clients

Category Experience

Employees

1-10 Employees

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