Cannes Lions

MILO MATCH-UP IPHONE APPLICATION

OGILVY SINGAPORE, Singapore / NESTLE / 2012

Film

Overview

Entries

Credits

Overview

Description

THE BRIEF: MILO asked us for an idea to reach out to young people who are interested in sports and own an iPhone. These are people who are already actively involved in sports they are passionate about, or are interested to try out new sports on a regular basis but don't quite know how to get into the game.THE SOLUTION: Armed with the insight that active people love playing sports but hate the hassle of planning the details, we created the MILO Match-Up iPhone app which basically does everything for them... just short of the actual exercise.From finding sports buddies, to forming teams, keeping in touch, organising training and ranking teams on the leaderboard, MILO Match-Up lets sports enthusiasts spend their time doing what they love: playing sports instead of planning it.LAUNCH CAMPAIGN: To launch the app, we created a video about a bunch of average Joes who try to meet up for soccer every week. Their formal team name is Woodlands Wonders. Their informal name is The Lousiest Soccer Team in Singapore. They’re lousy because no one has time to co-ordinate trainings sessions.

This video shows how the Milo Match-Up app transforms the Woodlands Wonders from a team that never sees one another, to one that actually meets to play.

The video was launched as part of the MILO Match-Up App website. It was distributed on various social media platforms like Facebook, YouTube and Vimeo. It was also featured prominently in FWA Mobile.RESULTS We managed to take the first steps into mobile utility development for the brand which was a key step to shape a modern profile for the MILO and to build onto with future projects.Consumers responded well to the app and we saw 12,000 downloads within 6 weeks of the media campaign's start and it reached the no. 1 download position in the SG Apple App Store for 1 week in the 'Health & Fitness' category.*MILO is a popular energy drink closely associated with sports.

Outcome

We managed to take the first steps into mobile utility development for the brand which was a key step to shape a modern profile for MILO and to build onto with future projects.Consumers responded well to the app and we saw 12,000 downloads within 6 weeks of media campaign and reached the No.1 download position in the SG Apple App Store for 1 week in the 'Health & Fitness' category.

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