MILO® and Ogilvy Philippines announced their success at the Asia Pacific Tambuli Awards 2024, where they clinched two Bronze awards in the Health & Wellness category. The wins celebrate their collaboration in pioneering the Hybrid Running Ecosystem, a transformative initiative aimed at revitalizing community fitness and promoting physical activity across the Philippines.
This initiative also embodies this year’s awards theme, which challenges businesses and brands to bring hope to humanity amid an unprecedented rise in issues like depression, loneliness, anxiety, neglect, and more. By encouraging physical activity and fostering community engagement through running, MILO® and Ogilvy Philippines directly addressed these societal challenges, promoting both mental and physical well-being.
Amid a three-year hiatus due to the pandemic, MILO® orchestrated the return of the National MILO® Marathon, a beloved fixture in Filipino running culture. This revival not only reinvigorated the nation’s passion for running but also introduced innovative components to engage participants of all ages and abilities.
The Hybrid Running Ecosystem featured the traditional National MILO® Marathon alongside a Virtual Marathon segment, enabling remote participation through mobile tracking apps. Complementing these events was the launch of the MILO® DIGI DASH AR Filter on Meta, where children engaged in augmented reality races against Champion Runner Rio dela Cruz.
This multifaceted approach, co-created with the Department of Education and the Philippine Sports Commission, sparked remarkable community engagement, with Filipinos collectively logging over 450,000 kilometers. The initiative’s impact resonated beyond urban centers, reaching remote barangays and inspiring international participation. Recognition from the Philippine Olympic Committee and local governments underscored its societal impact.
The MILO® DIGI DASH, designed in response to a 2022 report highlighting insufficient physical activity among Filipino children, achieved impressive engagement metrics. Over 19,000 participants collectively covered 2,252 kilometers, demonstrating the initiative’s success in making fitness accessible and enjoyable through innovative technology.
Carlo Sampan, Head of Sports at Nestlé Philippines, said, “Aligning our vision with the brand purpose of MILO® made the hybrid running ecosystem truly special. By addressing a social issue and delivering on our brand promise, we enhanced access to sports beyond limitations, maximizing resources and partnerships with stakeholders. This alignment ensured our efforts yielded impactful results.”
Nigel Cornel, Managing Partner at Ogilvy Philippines, emphasized the campaign’s broader significance, saying, “Our initiative went beyond educating families about physical activity; it provided a versatile platform accessible anytime, anywhere. Such opportunities are transformative, offering valuable life lessons through sports.”
MILO® at the Tambuli Awards 2024, in collaboration with Ogilvy Philippines, underscores a joint dedication to fostering a culture of health and wellness in the Philippines through innovative and inclusive initiatives.
