Milo reaches digital youth online

The site houses an online design competition, where those who register can design and customise their own surfboard, snowboard, t-shirt or ski jacket using a design tool on the site or downloading a template and using their own design systems. Designs are then submitted to the site and weekly winners are displayed in the gallery with the ultimate eight winners, voted by registered users, winning their own design. The site also has online polls, quizzes, screen savers, other downloads, snowboarding clips and a long version of Milo's television advertising campaign. Singleton OgilvyOne creative director Barrie Seppings said that the Milo site, which was in the final week of the 10-week competition at presstime, has received almost 20,000 designs, many of which feature Milo brand themes. It has also tapped directly into Milo's target audience of 11 to 16 year olds and 62 per cent of the 12,000 registrations were female, despite Milo's male- skewed ads. "We spoke (to Milo) about digital youth, they are difficult kids to get engaged... and Milo was seen as an 'old' brand," Seppings said. "An enormous number (of visitors) are sophisticated enough to navigate the site, download, use the template and send it back. It's good ammunition to go to the client and say this generation is sophisticated enough to use digital media."