Milo scores big on activation and advocacy

I LIKE THE commercials done with James Reid as the major talent or endorser. I think he acts his natural self and gives his all to whatever brand he has chosen to embrace: his Jollibee Burger Steak, Century Tuna, even Judge chewing gum TV commercials were declared undeniable hits by their target market.

His latest commercial on the Milo Champ Moves/Energy Gap is more than the usual ad. It is a project of Nestlé’s Milo in partnership with the Department of Education (DepEd) that has more depth and purpose than just selling the product. One might even call it an advocacy.

Ellen Grace Arias-Esturis, Milo Philippines VP Lead Consumer Marketing Manager, noted that according to a 2013 National Nutrition Survey conducted by the Food and Nutrition Research Institute, “four out of five kids have ‘Energy Gap.’ This affects the kids’ physical and mental performance, and is usually manifested when a kid is weak, has low energy, or lacks focus.”

This was the jumping board used for the creation of the Milo campaign which is made up of several materials. I am zeroing in on the Energy Gap jingle, which, as Publicis Manila’s account director Antoi Almosa described, features a catchy, danceable melody, and on how Milo helps address the energy gap. “This material was aired over radio and was used as a soundtrack for the digital videos and on-the-ground activation efforts,” said Almosa.

The team then created a video/MTV on digital for the jingle which featured James Reid doing the Energy Gap dance moves. This material had several versions including, best of all, a tutorial video. This propelled students (and, believe it or not, even adults in gyms and ballrooms with their highly paid DI’s!) to learn the Energy Gap dance moves. “Choreography incorporating sports movements was launched in schools nationwide as a daily morning exercise,” said Almosa. I was amused but thrilled that a reflections group in a parish conference boardroom confessed that the “physical ‘Energy Gap’ exercises were now added to their spiritual uplifts.”

Ellen said that no less than Google took measure, as the video entered the Top 10 Most Watched Videos in the Asia-Pacific YouTube Ads Leaderboard the same month of release.

“According to Google, the YouTube Ads Leaderboard showcases the most creative ads that people watch each month. The ads are analysed to determine which ones resonated most with audiences and which ones performed best through a combination of popularity and promotion,” she said.

I was more than amused that ABS-CBN’s Noli de Castro while signing off the network’s most popular newscast one evening, laughingly said that James Reid might be named the next energy official. Ogilvy One termed it James’ pure magnetism.

Ogilvy One associate creative director Brandon Dollente revealed that the team looked into Korean groups and their use of space, dynamic camera movement, and dramatic lighting to highlight motion. “In behind-the-scenes footage, one cameraman even wore rollerskates — all to give the video a sense of energy whether the location was a tight corridor or a spacious basketball court.” Great choreography.

I wasn’t surprised one bit to catch Milo’s digital material elevated to the high-rating shows on television. Ogilvy One and Publicis Manila should consider printing the music and the dance moves for more serious applications.

My deepest congratulations to Nestlé Philippines, Ogilvy One, and Publicis Manila for one great collaboration !

CREDITS: Client-company, Nestlé Philippines: Chairman and CEO Jacques Reber; Business Executive Manager Sherilla Bayona/Joey Uy; Business Unit Manager Willy de Ocampo; Communications Director Paolo Mercado; Creative Services Manager Jayel Ladioray; VP Lead Consumer Marketing Manager Ellen Grace Arias-Isturis

ENERGY GAP JINGLE. Agency: Publicis Manila, Inc.: Managing Director Anna Testa; Chief Creative Officer Alistair Wood; Executive Creative Directors Alvin Tecson and Paolo Fabregas; Creative Director Migs Siojo; Associate Creative Director Nino Gupana; Senior Art Director Avery Alina; Art Director Macky Sanchez; Copywriters Irene Calma and Alex Gonzales; Division Head Chrissy Roa; Associate Business Unit Director Hannah Poblador; Account Director Antoi Almosa; Account Manager Mica Valencia; Strategic Planning Director Mapaul Manalo; Strategic Planner Xea Kho. Audio House: LoudBox. Composer/Arranger: Thyro Alfaro; Producer Jem Lim and Danise Talaba; Audio Engineer Corinne de San Jose

JAMES REID VIDEO: Agency: OgilvyOne: Managing Partners Donnah Alcoseba-Montemayor and Caloy Sambrano; Senior Account Directors Wanda Pascua and Mark Telan; Senior Account Managers Tricia Bucag and Adeline Sta Ana; Account Manager Sarah Silvia; Project Manager Tammy delos Reyes; Executive Creative Director Mike Sicam; Associate Creative Director Brandon Dollente; Senior Copywriter Kathryn Galang; Senior Art Director Hans Malang; Art Director Chary Chu; Broadcast Producer Dhang Santiago: Print Producer Cookai Talusan; Photographer Sarah Black. Video Production House: Happy House. Director Nolan Bernardino; Executive Producer Jaz Corpuz; Production Designer Mae Sanchez; Offline Editor Kerwin Dayrit; Online/VFX Bret Limjoco; Colorist Jam Jimenez; Caster Geneive Mercardo; Choreographer GForce. Audio Production House: Loudbox Studios. Musical Arranger Thyro Alfaro; Sound Engineer Corinne De San Jose. Soundesign Manila. Sound Engineer Tats Paman.