Malaysian Media Awards Winners Showcase





2015 | |

MILO Hidup Bola: Malaysia heard it live from the stadium

Advertiser: Nestle Sdn Bhd
Brand: MILO
Creative Agency: -
Credits: -

The Challenge
With decades of dedication to local sports, MILO is now synonymous to sports in Malaysia. However, past few years have seen other beverage brands like ‘100Plus’ & ‘DutchLady’ picking up sports sponsorships and challenging MILO’s role as iconic brand that rallies Malaysia around sport. 100 Plus was FIFA World Cup broadcast sponsor in Malaysia. MILO needed to resolve this quickly and reclaim the iconic status in sports.

Insight, Strategy and the Idea
MILO had a grassroot futsal tournament, ‘Hidup Bola’ (Live Football) running for 8 years without much noise. We decided to make ‘Hidup Bola’ a grand event in FIFA World Cup year. This was time to reclaim the iconic status through the grandeur of ‘Hidup Bola’. In order to project ‘Hidup Bola’ as the largest Malaysian sports event in 2014, we proposed to cover ‘Hidup Bola’ matches live on Radio and make the entire nation connect to the event.

Media Execution
Challenge was to convince radio channels to change their programming for this and power of idea got Media Prima excited to bring it alive. We selected Hot, Fly & One FM to appeal to Malaysia’s multilingual population. DJ reads and promo spots were used to
build buzz excitement. This led us to the live coverage of Hidup Bola young adult matches at Ampang Sports Complex on 14th April. DJs were present at the stadium for 6 hours to bring live match updates to listeners, sound bytes from players and viewers and promote #milohidupbola. We got DJs to engage teams & crowd with fun activities and encourage sharing on social media.

Results and Effectiveness
‘Hidup Bola’ radio ad recognition stood at 65% up from 32% in 2013 SEA games campaign
Helped achieve 4% higher sales during May-Jul‘14.
Key KPI, “Stimulates children to have an active lifestyle” scored 90, up from 84 in 2013