OGILVY MALAYSIA, Kuala Lumpur / NESTLE / 2013
We created the sport of Twisted Football. To launch it, we built Twisted Football goalposts across the country. Each Twisted goalpost came with its own unique shape and dimensions. Through mobile, online tutorial videos, interactive posters, YouTube and Facebook, we introduced the rules of the game to millions online and on-ground. With simple rules, the sport became an instant hit. On our Next Games Facebook page, teens could design, submit and vote for their most twisted designs. The best designs were made a reality while the two most popular designs were used in the first ever nationwide Twisted Football Tournament.
Milo redefined itself as a cool brand for teens. Over 12,316 original Twisted designs were submitted. Teens engaged more than ever with the brand by spending an average of 16 minutes on facebook with fans increasing by 68%. Milo Cans achieved its highest market share ever at 93%. With over 10.5 million cans sold. Media Impressions: 886,632,934. Clicks: 685,009. Click-Through-Rate: Facebook 1.14% (Page Post Ads)/AdoTube Pre-Roll Video 7.25%. The sport was featured on press and TV with a combined PR value of RM1 million. RM0 spend in press. Over 8,100 Twisted matches have been played with over 17,000 goals scored