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O&M Malaysia Reveals Why Children Desire to Be Number One

Ogilvy & Mather Asia Pacific, 2 years, 2 months ago

Agency launches thought provoking campaign for Nestlé drink MILO Malaysia

O&M Malaysia Reveals Why Children Desire to Be Number One

For years MILO has held conversations with Malaysian mothers about the best ways to raise children with the spirit of a champion. Through this we discovered something curious. Children pushed to always be the best in their chosen activity, gave up faster when faced with setbacks. 

Is it that they lack the patience and determination to push through challenges and setbacks? Or is it our own unrealistic expectations as parents that ultimately set our children up for failure? With these questions in mind, we created the MILO Social Experiment.

We invited children aged 7-12 to stand up anywhere on a winners’ podium. Through this simple action, we managed to uncover real truths behind a child’s motivations. 81% spontaneously opted for the #1 spot. When asked why, they cited reasons from mothers giving them big hugs and kisses to threats of scolding’s. 

We found that they were not actually inspired by the passion to win, but the unpleasant consequences should they fail.

The concept of Tiger Parenting (or Tiger Mothers as it is commonly referred to) is prevalent in many Asian societies. It is the notion that parents should be strict, to properly foster a competitive spirit in children. But is an over emphasis on being #1 good for our children? 

Through the MILO Winner’s Podium experiment, we hope to create the realization that what our children need isn’t the constant push to excel, but the encouragement to not give up.

We want to spark awareness in parents, to nurture their children to never give up. With this experiment and an influencer-led social media campaign leading to our main hub,, we hope to share a few pointers with parents on how to encourage their children to excel while always maintaining a healthy perspective.

Creative Agency

Creative Agency: Ogilvy & Mather Malaysia

Category: Milk , Soft drinks

Genre: Documentary