Directors Think Tank Sdn Bhd
NESTLE PRODUCTS SDN BHD
Milo
Breakfast was MILO’s core consumption, but Ramadan posed a particular challenge as the breakfast occasion disappears for MILO’s core Malay consumers. With over 7 million breakfast servings of MILO at stake, MILO had to find a way to drive consumption for an entirely new occasion; Sahur, when Malay consumers ate their only meal for the day during Ramadan.
This would be no mean feat, as the Sahur space was typically occupied by milk, cereal drinks and other filling foods; MILO had never attempted to affect a behavior change during Ramadan at this scale before.
While the stakes were high, this was also an opportunity for MILO to bring its established nourishing energy benefit to a time when our consumers felt the need for energy and sustenance at its greatest. Our communication task was clear; build relevance for MILO consumption during Sahur, to get our core Malay consumers to keep on drinking MILO during the month of Ramadan.
Our qualitative research showed that while life doesn’t stop when Ramadan for Malay consumers, it does change radically; in both behavior and mindset. For our core Malay consumers, Ramadan was a test of both will and energy as they strive to complete their normal everyday tasks and then add on religious and spiritual obligations and practices to make the most out of the holy month of Ramadan.
While the novelty of the month sustained them during the first few days of Ramadan, this quickly gives way to the real-life struggle as it took a toll on the mind and the body in the following weeks.
With this insight into our consumers, we found a unique role that MILO could play in our consumers’ lives. As a brand that stood for energy, activity and positivity, MILO would be the voice of inspiration’ calling them to rise up and keep striving to meet their daily challenges and religious obligations.
We honed in on a particular pain point; the struggle to wake up before dawn for the Ramad
Agency: Ogilvy Malaysia
Chief Creative Director : Gavin Simpson
Deputy Creative Director : Donevan Chew
Copywriters : Kong Wei Wen, Jamal Raslan
Art Director : Bala Chow, Yeo Lee Kee, Jass Lee
Audio Visual Director : Eric Yan
Account Management : Nizwani Shahar, Bowie Tiong
Planning: Farris Baharom
Production Company: Directors Think Tank
Film Director: Maurice Noone
Cinematographer: Julian Oh
Assoc Executive Producer: Intan Sham
Film Producer: Amar Fhairuz
Art Director: Sherwin Nunis
Post Production Company: Asia Pacific Videolab
Offline Editor: Raja Affendi
Colorist: Nash
Sound Production Company: 2AM Studios Sdn Bhd
