Milo's crowdsourcing campaign rolls out across Singapore

The campaign invited consumers to express what Milo means to them, by producing a 30-second video, with no direction, no supervision and no instructions from the brand. They were asked to depict the emotional bond that they share with Milo and the role that it plays in their lives.

It is the malt beverage brand’s first-ever crowd-sourcing project, working with Mindshare Singapore and Eyeka Asia.

Starting in early May, the contest closed at the end of June. Of the entries, a total of three winners were selected to share their unique stories with a much wider audience. The winners are being shown through various communications' touch points including outdoor, online and cinema.

These winning entries were first shown via outdoor media on 27 June, and subsequently in cinemas and online from 30 June.

Leela Nair, managing director at Mindshare Singapore, said, “Looking at how these stories unfold, it’s really marvelous to see what Milo can do for you. After watching the videos, you get an appreciation for just how true this statement is and that for many people it truly is more than just another chocolate malt beverage.”