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Objective

All Singaporeans are advised to stay indoors to help decelerate the spread of COVID-19. Knowing that children are more active outdoors, how do we encourage them to stay active when staying home?

Insight

Kids are already actively using their devices even before social distancing is advised, and will be glued to it now that there's nothing else to do. Knowing that these devices are part of their entertainment and social life, what if we could use that to our advantage?

Idea

Get Moving
with Milo

We all know that TikTok is one of the platforms that kids love, With the upbeat music, amazing dancers, and hilarious deadpan comedy, who wouldn't be scrolling for hours? So we want to hop onto their most viral trend — dance challenges.

We create TikTok and Instagram Story augmented reality (AR) filters of local athletes dancing, and get kids to dance along. They can also tag their friends and get them to join the challenge.

Reference: Super Bowl LIII by INDE X Pizza Hut

Behind-the-scenes footage is often different from the actual video posted. To pump up the surprise factor by playing with the contrast of expectations vs reality, we can post behind-the-scenes footage of featured athletes dancing for our followers to guess what they're up to.

Tease

On Milo's own social media, we can show a clip of these featured athletes dancing with their AR-self, and announce that our AR filters are now live for everyone to try out on TikTok and Instagram Story.

We can feature some of these user-generated content on Milo's social media, encouraging followers to join for a chance to get featured.

Reference: Google Playground X Childish Gambino

Launch

Influencer Engagement

We can also get these featured athletes to post the videos of them dancing with their AR-self on their Instagram, and get their fans to join the challenge.

They will get to pick 3 best entries to win a meet and greet session with these local athletes.

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