Malaysian Media Awards Winners Showcase

2016 | |

How #PakcikPower Reignited Passion For Malaysian football

Advertiser: Telekom Malaysia Berhad
Brand: TM
Creative Agency: -
Credits: -

The Challenge
The Malaysian football league has been scarred by poor performances. Poor governance by management and constant political bickering has driven a huge divide amongst the fans in Malaysia. TM as the corporate sponsor needed to bridge this gap and reignite the passion for Team Malaysia especially on social.

Insight, Strategy and the Idea
Malaysian football fans used to be crazy about Malaysian teams since the glory days of the Liga Semi Pro in the 80s. Now, they relate better to foreign teams thinking of them as superior. It was important to show that our players are just as good as the European football gods to reignite their passion for Team Malaysia. Introducing the #PakcikPower social experiment, where 4 Malaysian football superstars disguised as pakciks challenge every day Malaysians at local futsal courts to a friendly game. At first, the Pakciks seemingly don’t have the skills, but as the game picks up, they outplay the public. Finally, we reveal who they are, surprising everyone around them.

Media Execution
We organized #PakcikPower Roadshows in Selangor, Pahang, Johor and Kelantan where our 4 players are from. These Pakciks would challenged the public to mini futsal matches and the winners would get prizes. After the game, they would reveal their true selves and bring the rest of Team Malaysia to meet and greet. We created videos from the first roadshow and blasted it on YouTube and Facebook. We spread them via influencers/KOLs, Dark Networks and of course organic video captures to drive footfalls for the rest.

Results and Effectiveness
Team Malaysia social assets obtained 35,000 organic fan growth. Total video views were at 3.4 million comprising of 1.5 million organic views. For a total of 4 locations (Kelantan,Selangor,Pahang & JB) we managed to hit 3,950 crowd turnout. TM sales conversation rate achieved at 45% than target where Overall media ROI is at 2.6.