How to survive
uncharted water?
This Howto is dedicated to 2 Milo Teen project that my team did. These special 2 were compiled together based on the new platforms we chose to sustain the campaign on, which were Facebook Livestream and Zalo. Detailed information about the 2 projects are below.
One of the occasions that Milo Teens wanted to be associated with, and potentially own, is the Exam season - which made sense since the product provided Teens the energy they needed for studying.
Our ACD Quynh Thy pointed out the term PHAO - which usually used with its negative meaning of cheating - and turned it around to be positive - a floating device. This clever discovery brought a unique positioning to Milo during exam season.
Key Visual for OOH and launch film
To execute the idea, we created a visual for it with a "float" look and feel to fit with the PHAO device. The execution for the film was a stop motion video where we composited the oceans with different elements of stationaries, studying equipments,... to illustrate the drowning and overwhelming feeling of the exam season.
After launching the film, we continue the interaction of social by launching a study room with KOLs where Teens can join, ask questions about the exam preparations, relax, play sport,... all interactively.
To keep the livestream interesting, we let them collect the Phao by participating in challenges and redeem cool prizes as well.
Creative team:
ACD - Quynh Thy, Nguyen Huy-Vu, Junior Art Director - Thanh Hung
We were briefed a promotion campaign for Milo Teen during Summer, called Loyalty Campaign.
The mechanic was pretty straight forward: Buy product -> Scan the QR code under the cap with Zalo -> Redeem cool prizes, the real challenge was how to turn this mundane process into something Teens would care about and love to participate in.
Introducing the idea THE AMAZING (SCAN) RACE where we sparked the competitiveness among teens with their friends to unlock amazing prizes.
To keep the excitement going for 2 months, we came up with ways to keeps teens engaged and some "hacking" tips to get the prizes faster.
First, we raised awareness with an online film and visual to hype up Teens, as well as introduce the mechanic of the promotion.
Then, we worked closely with Zalo to track Teen's engagement with the program. A reminding system was set up and written in Teens's language to remind them about the process and trigger their competitiveness along the course of the campaign.
Key visual, Launch film and 2 pocket contents of How to Hack
Kinetic typography treatment was used to keep the information highlighted and the film appealing to teens.
The campaign was able to reach its success because it has harnessed the power of Zalo to its advantage. Zalo is a familiar tool with more than 70 million active users with advancements already integrated in the app - such as movement tracking, location tracking, ... - which helped the campaign to overachieve its goal.
Creative team:
Senior Copywriter - Quynh Thy, Senior Art Director - Nguyen Huy-Vu, Junior Art Director - The Tao