
Winners Podium - The T
Nestle (M) Sdn Bhd
Issue 37 | December 2015
Agency
Ogilvy & Mather Malaysia
Creative Team
Chief Creative Director: Gavin Simpson Deputy Executive Creative Director: Donevan Chew Writer: Gavin Simpson, Donevan Chew & Hanna Lee Art Director: Bala Chow
Production Team
Production House: MVP Digital Sdn Bhd Film Director: Calvin Loh Executive Producer: Noelle Goh Producer: Stephen Chong DOP: Helmizan B.abd Hamid Offline Editor: Teoh Jian Zhou Online Editor: Harinthiran a/l Manoharan Music House: Music house, twoam sdn bhd Producer: Alison Yong Composer: Anton morgan
Other Credits
Business Director: Nizwani Shahar Senior Account Manager: LynYen Khoo Associate Planning Director: Farris Baharom
Date
August 2015
Background
For years MILO had held conversations with Malaysian moms about the best ways to raise children with the spirit of a champion. Through this something curious was discovered. Children pushed to always be the best in their chosen activity gave up faster when faced with setbacks. Was it that they lacked the patience and determination to push through challenges and setbacks? Or was it our own unrealistic expectations as parents that ultimately set our children up for failure? With these questions in mind, the MILO Social Experiment was created.
Idea
Children aged 7-12 were invited to stand up anywhere on a winners' podium. Through this simple action, it was possible to uncover real truths behind a child's motivations. 81% spontaneously opted for the #1 spot. When asked why, they cited reasons from mothers giving them big hugs and kisses to threats of scoldings. They were not actually inspired by the passion to win, but the unpleasant consequences should they fail. The concept of Tiger Mothers or Tiger Parenting was prevalent in many Asian societies. It was the notion is that parents should be strict, to properly foster a competitive spirit in children. But was an over emphasis on being #1 good for children? Through the MILO Winner's Podium experiment, the hope was to create the realization that what children needed wasn't the constant push to excel, but the encouragement to not give up. https://www.youtube.com/watch?v=GRYlL1j7hCE The idea was to spark awareness in mothers, to nurture their children to never give up. With this experiment and an influencer-led social media campaign leading to the main hub, milo.com.my, the hope was to share a few pointers with Moms on how to encourage their children to excel while always maintaining a healthy perspective. After all, it is the ceaseless effort that will lead to lifelong success. _____________________ References: https://en.wikipedia.org/wiki/Tiger_mother http://time.com/88125/the-tiger-mom-effect-is-real-says-large-study/
Results
The social performance results for 'The Winner's Podium' social experiment video, both the 30 seconds and the 2 minute video were as follows; Over 4 million video views - Over 2.1 million minutes watched - Over 11,500 video Likes - Over 3,000 video Shares - Over 600 video Comments. This included all the necessary data and numbers from both Facebook and YouTube and also the qualitative responses from Malaysians across all social platforms.