Vietnamese mothers often believe that education is more important than sports for children's development. A campaign aims to raise awareness of the benefits of sports among mothers in Vietnam. It will create a "High-Five Champion" campaign to encourage mothers and children to participate in sports together through events, new Milo packaging featuring a high-five, and an online game where completing high-fives earns rewards and teaches about sports. The goal is to help mothers experience the benefits of sports and encourage their children to be more active.

1. In Vietnam, Vietnamese mothers have always believed that
only educational learning brings a better future for their
children
30% of mothers in Viet Nam believe that Sport does not play
an important role in the development of children. They do not
actively encourage children to play sports in their free time.
It is important to build awareness of the important role sport
plays in the development of young children for targeted
mothers. From there, the mothers will take action to change
their habits to bring about better development for their
children.
Create a national movement to make sports matter in
Vietnam
PROBLEM
CHALLENGE
Make High-five champion
Mothers is behind the champion

2. Vietnamese mothers of children aged 6-12 who are
living in urban areas in Vietnam have difficulty in
choosing whether to encourage their child to play
sports in parallel with their education as a sports
teacher. Best for young people the skills to succeed
in life
In sports matches, the players usually raise one
hand at the same time, around the head high, and
push, or slap their palms into the palms of others.
1 2
FACT & INSIGHT
FOR SPORT
High-five meaning varies with the context of use but
can include as a greeting, congratulations, or
celebration
FOR PEOPLE
Spring mothers is behind champion

3. SO, WE CREATE
Idea: Make high-five champion
We want to make this High-Five move a ritual that represents the milo brand and spread it as an incentive to play the
mother's sport for the baby.
Executice
• Changing new packaging and implement PR-Social activities for the event
• Creating a series of sports experiences for families so that the mother can directly feel the benefits of sports
• Amplify by Web games educate the interests of sports for the development of children

4. HOW IT WORKS
Series of sport Event for families show for the weekend in big cities in Việt Nam
• To join in event, you can Buy Milo product to change a ticket for event
• Mothers will play with their children to understand their child's choice of sports and enjoy the benefits of sports to
children.
• Capture special moments of mother and child and be encouraged to spread on facebook
► Drink Milo ► Experience: Play to
learn, Learn to play on
sports
► Create behavior: High-
five champion with their
child
Members of a
family play sport
togethers
High-five champion
with their child
Amplify
► Create trend: Save &
Share this momemnt on
facebook
Share

5. PACKAKING
Milo change a new label with effect of the current
output export high-five images when creating 2 half
hand on the Milo 115ml label toghether
To Buy Milo product with new label to change a ticket
for event
= 1 Ticket

6. WEBGAME HIGH-FIVE CHAMPION
Milo provides enduring energy for children to pursue persistent daily life
Step 1
To look for the other
people that are the same
sport favorites
Step 2
Engerny on bar down
after High-five times
Step 3a
Make enough high-five
numbers to receive gift
Step 3b
Show education quizz about
sport benefits if you miss it
Receive Gift
What is Sport
benefits with
development of
children?
□ A
□ B

7. PACKAKING
PROBLEM
30% of mothers in Viet Nam believe
that Sport does not play an
important role in the development
of children. They do not actively
encourage children to play sports in
their free time.
FACT & INSIGHT
Vietnamese mothers of children
aged 6-12 who are living in urban
areas in Vietnam have difficulty in
choosing whether to encourage
their child to play sports in parallel
with their education as a sports
teacher. Best for young people the
skills to succeed in life. Spring
mothers is behind champion
In sports matches, the players
usually raise one hand at the same
time, around the head high, and
push, or slap their palms into the
palms of others. High-five
meaning varies with the context
of use but can include as a
greeting, congratulations, or
celebration
IDEA
We want to make this High-Five move a ritual that represents the
milo brand and spread it as an incentive to play the mother's
sport for the baby.
Gift
...
children?
□ A
□ B
Members
of a family
play sport
togethers
High-five
champion
with their
child
Amplify
PACKAKING
Milo change a new label
with effect of the current
output export high-five
images when creating 2
half hand on the Milo
115ml label toghether
WEB GAME
Amplify by Web games educate the interests of sports for the development of
children
SERIES OF EVENT SPORT FOR FAMILIES
Creating a series of sports experiences for families so that the
mother can directly feel the benefits of sports
PR-SOCIAL
Leverage the power of
KOLs to engage fans and
spread informations about
the event on social
Use PR to spread the
campaign: the benefits of
playing sports, event
information, etc.
High-five Photo Contest
for Mom and Baby and
Milo continue to spread the
message after the event
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