The Brief

Milo Cans was perceived as a kiddy brand for kids 7-12. It needed to appeal to the teen market segment by leveraging on its strong association with sports. As the country's most popular sport, football was the obvious choice. But teens know it as a sport their fathers and grandfathers played, and are more willing to experience and experiment with new kinds of sports.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

In just 2 months, 12,316 original Twisted designs were submitted • Over 10.5 million cans sold • Milo Cans achieved their highest market share ever at 93% • We exceeded target KPIs by 198% • Facebook fans increased by 68% with teens spending an average of 16 minutes on the site • From a sport that never existed, Twisted Football breaks into the mainstream with the launch of the first nationwide Twisted Football Tournament • To date, over 8,100 Twisted matches have taken place with over 17,000 goals scored • Over RM1 million in PR value generated • RM0 spend in press.

Explain why the method of promotion was most relevant to the product or service

Milo Cans needed to be cool and a relevant brand to teens. But it couldn't just be 'cool' by tapping into the usual sports that every other brand associates with. Teens are always searching for something new. To capture their imagination, we created the first sport of its kind in the world. By doing this, we not only redefined football, we also redefined Milo from a 'kiddy' brand to a brand teens could connect with.