Milo positions itself as the official drink of play in new ‘Play Movement’ campaign via Ogilvy Sydney
Breaking today, the iconic Milo brand is unveiling a new platform called the Play Movement with an integrated marketing campaign via Ogilvy, Sydney. The Play Movement is shining a light on a startling issue – nearly half (45%) of Aussie kids don’t play every day.
Play the radio spot: MILO AUSTRALIA 080312[10].mp3
Is the ‘Play Movement’ campaign a clever strategy by Milo?
The Milo State of Play study conducted amongst grandparents, parents and children by Sweeney Research , found that while more than 94% of parents and grandparents believe play is not only important but essential for children’s development, it is rapidly falling off the list of priorities. This is particularly concerning as experts, including child psychologist and play-based learning expert Paula Barrett, warn that unstructured, active play is essential to help kids learn important life skills, develop imagination and creativity, form habits and cope in changeable situations.
Interestingly, kids are actually calling for parents to join them at playtime with more than half (55 %) admitting they would like to play with their parents more, ahead of any other playmate. And with 1 in 3 children stating they have no one to play with, the role of parents becomes even more important.
To increase playtime, parents and kids need to attack the enemies of play. The State of Play Report identified that lack of inspiration, time pressures and an overreliance on technology were the main contributing factors, as:
37% of children say they have run out of ideas for play so may turn to electronic devices for amusement. In fact, almost half of kids free time (47%) is now spent plugged in – watching TV, playing video games or on electronic devices
44% of children claim they are too tired from school or have too much homework to play
43% of parents struggle to find time to play with their children
In response to this research, the Milo team is launching The Play Movement and calling for Australian families to come together and take action – ensuring kids are getting enough play today and for future generations. Quite simply, the goal is to encourage families to incorporate active play into each and every day.
To support this movement, the Milo team is kicking off a nationwide play effort that will provide families with inspiration on how to ‘go play’ with their kids. The MILO Facebook community will become a central hub where parents can share experiences and help each other overcome the barriers to play. The hub will also provide free expert advice from child developmental psychologist Paula Barrett.
15 Comments
Great thought and initiative. Have seen some similar stuff by Nestle for Milkybar few years back. Creative is well executed.
Cheers
Sandeep
I thought the ad looked Great !
Very simple & beautifully shot.
Congrats.
Beautifully shot. How about instead of a pointless press release you credit the director and people involved instead?
nice insight although the amount of calories in milo doesn’t make this a ‘healthy’ drink.
Nice work. Congrats to all involved.
Why has the grade got to be so dark and shitty? To make it look palatable for the ad industry?
Australia is bright and full of colour and sunshine. The VO even says “play until the sun goes down”
Come on, for FUCK’S SAKE. This campaign broke TODAY. It only has 305 views on YouTube AU and 122 on You Tube NZ and yet already apparently has 25,020 likes on FB. Stop massaging figure on Social Media. It is beyond a joke.
nice one guys, lets see some credits
Maybe it’s because Sydney had the worst weather in a decade when they shot it. Why do you have to be so cynical like the majority who post on here?
Good insight.
Ogilvy’s strategy seems to be getting much much better
The real issue is that when both parents are a working it is hard to find time for kids to play. You drop them at before care at 8am and pick them up at 6pm. That leaves 1.5 hours for homework, a bath, dinner and a cuddle 🙁
The director was Ben Lawrence from The Feds
I really like the spot. I think the grade is perhaps a bit dark but as 6:52 wrote its been a dark and wet summer.
a big lamp and some sky replacement would have solved all that. doesn’t cost that much more.
How dumb. You want kids to go play yet ask parents and kids to discuss on Facebook. It should be the other way around, get of Facebook, go play, and get a life!