This campaign is to increase basket size of MILO UHT medium and heavy users, applying for all UHT range: UHT 180ml, UHT 115ml, Breakfast 180ml, Less Sugar 180ml.
For normal text-to-win promo, the biggest reason hindering the participation rate (which means the effectiveness of the campaign) are:
- Consumers do not believe they can win/ or think the prizes are real
- Consumers have to wait too long to get the results, then the prizes.
Therefore we need to break these perception with a simple message SCRATCH & WIN: whenever you get a scratch card from purchased MILO product, you will win something ranging from mobile top-up card to a MILO gold piece. Chance of success is 100%, so everybody wins in this promotion.
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KEY VISUAL
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TVC
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DIGITAL
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CREDITS
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Client: Nestle MILO Vietnam
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Agency: Ogilvy Vietnam
Creative Team: BJ Galinato, Binh Ngo, Minh Ngo
Client Solution Team: Tra My, Hau Pham, Nhu Y
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DI Artist: Tung Dao
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Film Production House: 116
Director: Duc Nguyen
