The Brief

We needed to create a permanent installation that will run for at least 3 to 5 years at the Nestlé Jurong Factory. Its mission? To educate students about the importance of healthy eating and leading an active lifestyle from young. Students will also get a glimpse into the production process of MILO®, and understand more about the goodness that MILO® brings. To achieve that we needed an on-ground digital platform that engages users in a fun, engaging, and unique way. It also had to generate greater awareness of MILO®’s history and role in promoting a healthier lifestyle for all.

Describe how the promotion developed from concept to implementation

Our solution: turn the Discovery Tour into a one-of-a-kind digital experience. We used the cutting-edge iBeacon indoor proximity technology, which automatically senses and activates the Discovery Tour app on the users’ specially issued tablets, displaying information related to the respective stations and mini-games along the way. We also installed tactile displays to offer a highly interactive way for students to learn about MILO®’s ingredients and goodness. Then there was the Kinect-powered soccer game where users had to ‘head’ the ball as many times as they could, exemplifying the brand’s “Energy to go further” ethos.

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

All the students who attended the tour left with delight on their faces. The majority of them commented that they enjoyed themselves and learned a lot through this journey. They were also excited to share their experience with their friends and family. We also received numerous positive feedbacks from the teachers. The MILO® team has been continuously receiving enquires from schools and the public with regards to the MILO® Discovery Tour. It also garnered the interest of many Nestlé internal top management leaders, whom insisted they want to visit the tour as part of their agenda to Singapore.

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

The MILO® Discovery Tour used a holistic approach to the showcase MILO®’s efforts to promote Nutrition, Health and Wellness. From the iBeacon-activated app to the tactile display, and even the Kinect-powered games, the various digital and tactile components combine to encapsulate the brand’s progressive approach, connecting with its customers through means that excite, entertain, and educate. In this way, users not only know more about the brand and what it stands for, but also experience them all first-hand in an unforgettable, multi-sensory tour.