Our solution, a campaign called: “Help Give a Child a Pair of Shoes.” This noble cause needed very sensitive approach to stir nationwide empathy leading to buzz and participation. We executed a 3-part campaign: Seeding: Kick-off the campaign with GreenDay: three top celebrities “marathoned” through different TV shows promoting Milo Marathon’s cause - a market first. “Running” with them were early recipients of pairs of shoes.

Activation: Create empathy by bringing the story of these courageous kids , creating a sense of urgency to do your part:•Vignettes sharing engaging stories of recipients•Count-up on number of Milo shoes given•Live countdowns on different Milo Marathon elimination races•Custom-made emotional music video showcasing the ‘passion to win’ Amplification: Spread the word through TV spots, creative magazine pop-ups, metro train wraps, billboards in strategic locations to encourage more runners to join the 34th MILO Marathon.

Milo ran the extra mile and exceeded its targets: the 34th National MILO Marathon gave away 4,200 pairs of shoes ,+5% vs. target; 200,367 runners participated,+3% vs. 2009 and generated heart warming buzz for Milo helping “build champions in life.”Spontaneous Awareness for Milo’s “Give a Child a Pair of Shoes” was at 83% (Millward Brown Q4, 2010.) 2010 sales volume increased over 4% year-on-year, market share rose 2% to 90%.The rousing success of the 34th National MILO Marathon has become a new benchmark: the 35th MILO Marathon now targets to provide an ambitious 10,000 shoes to indigent children.