Individual Assignment

TOPIC: EMOTIONAL CAMPAIGN OF NESTLÉ MILO WAS

HELPED THIS BRAND GAINED APAC EFFIE AWARDS 2018

Course: MKT101
Student name: Le Duy Luong

Code: CS140034

Class: MC1401

Phone: 0767939413

Email: LuongLDCS140034@fpt.edu.vn

Can Tho, 12/2019

 TABLE OF CONTENTS
Success Marketing Solution of NESTLÉ MILO………………………………………….1
A Big Idea 1
Implementation Process 1
Results 2

Principles of marketing NESTLÉ MILO used for their campaign………………………..3

The marketing lessons I learn from this marketing situation……………………………...4

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 1.
EMOTIONAL CAMPAIGN OF NESTLÉ MILO
WAS HELPED THIS BRAND GAINED APAC EFFIE AWARDS 2018
Today, when we talk about NESTLÉ MILO, our idea always think that NESTLÉ
MILO cheers for sport, champion, strength, dynamism, patience and effort. These are
values NESTLÉ MILO always make a position for their brand and they want to bring
for their customer.
1 year ago, creator Vietnam had surprised when NESTLÉ MILO combine with Ogilvy
Vietnam created a campaign was “Dynamic Vietnam”, Vietnamese name is “Nang
Dong Viet Nam”. This campaign helped NESTLÉ MILO gained the prestigious award
of the advertising industry APAC Effie Awards 2018, moreover, NESTLÉ MILO is the
first F&B brand of Vietnam gain this award.
A Big Idea
In Vietnam, because social and principles of education, many parents don’t care about
importance of sports in children’s grown up process. Number of parents want their
children focus on learn at school. Most of parents think that high point is success of
children. In a research of NESTLÉ MILO pointed out that 30% of mothers isn’t active
encourage their children relax by sports in its free time.
However, sports are important in the grown-up of children. Through sport, children not
only exercise, but also learned many valuable lessons, practice personality and positive
attitude to people. Therefore, the campaign “Dynamic Vietnam” motivates Vietnamese
parents to encourage their children to involved play sports more.
Implementation Process
With this campaign, main object is mothers who always beside their children and wish
perfect things come to their children.
First, a TVC with its name is “The Real Champion” or “Nha Vo Dich That Su”
launched on Facebook and Youtube. With main massage talk about importance of
sposts, this TVC is fastly attractive attention of many people. The TVC continue
approaches several people by popular TV channels.
After that, some KOLs shared this TVC and posted a story of them, create discussions
around sports topics and the benefits of active, healthy lifestyles in children. KOLs
also invited and encouraged parents shared and discuss about their story.
Next, short films about “real people - real work”, about “the real champions” was
produced. These are talk about real mothers encourage their children exercise and play
sport after school, help them gained special successes was launch on Facebook and
Youtube. Those are the best inspirers and help campaign was success.

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 Not only does parents encourage children to participate in sports more, recognizing the
need for diverse, interesting, and interesting sports activities at school as well as
children's cultural institutions for them, NESTLÉ MILO has participated in the Project
"Overall development of physical strength and stature of Vietnamese people in the
period of 2011-2030" of the Government, implementing the program "Dynamic
Vietnam", supporting sports kits for the schools, organizing and encouraging school
sports movements.
Final, TVC “Thank you Mom” was launch, this TVC as a thank you for their mom
because mothers have encouraged their children to a grown-up with sports, to them
have moments like a true champion through sports activities. Real story also NESTLÉ
MILO shared on their fanpage. In this term, many parents commit with NESTLÉ
MILO that they will motivate their children participant play sports after school, with a
thousand of parents and NESTLÉ MILO create a young generation of Vietnam is
strong and dynamic.

This image was drop on TVC “Thank you Mom”

Results
After debuting, TVCs of NESTLÉ MILO attracted 19 milions views, attract 3,057,757
children to participate in sports activities under the program "Dynamic Vietnam".
Especially, right after the program took place, 181,099 parents pledged to join
NESTLÉ MILO to build a healthier and more dynamic future generation of Vietnam.

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 Moreover, this campaign was helped NESTLÉ MILO gained APAC Effie Awards
2018, this is one of the two most prestigious advertising awards, is a dream of people
work in marketing and advertising field. NESTLÉ MILO is the only brand that
represents for Vietnam, and NESTLÉ MILO also is the first brand in F&B of Vietnam
gain this award.

You can see, the combination of NESTLÉ MILO and Ogilvy Vietnam with the
campaign “Dynamic Vietnam” was helped NESTLÉ MILO success and it is really
situation of marketing success.

2.
In my opinion, there are 4 principles of marketing NESTLÉ MILO used for their
campaign:
Managing Marketing Information to Gain Customer Insights. I think to implement that
success campaign, NESTLÉ MILO and Ogilvy Vietnam must understand their
customers clearly. In that campaign, customers of NESTLÉ MILO are mothers, not
children and NESTLÉ MILO was touch mothers’ heart.
Customer Value – Driven Marketing Strategy: Creating Value for Target Customers.
With the name of the campaign is “Dynamic Vietnam” and TVCs want to say that: You
can become a champion without points. If a mother buys milk of NESTLÉ MILO for
her children, she can think that her children are champions or become champions.
Advertising and Public Relations; Engaging Customers and Communicating customer
Value: Integrated Marketing Communication Strategy. This campaign of NESTLÉ
MILO uses many platforms to marketing, from social networking website as
Facebook, Youtube to TV channels, even they uses KOLs to communicate. The most
of ways make for customers feel relate and customers can share their story easily.
Moreover, in the last TVC of them, the number 181,099 mothers commit companion
with NESTLÉ MILO. This is really a respect thing to their customers.

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 3. The marketing lessons I learn from this marketing situation is when you sell
something isn’t optional you must communicate for the last users, but you just
communicate for buyers.
When you communicate, sometime you need a plan, it is driven marketing strategy to
combine many program together and these are connect together. To do that, you must
understand your customer insight clearly, make to customer feel they have value.
The last lesson is you must choose right form advertising and public relations. In this
campaign, NESTLÉ MILO chose Facebook and Youtube are the main channels, and
they are really effective to approach target customer for this campaign.

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