Takkan Gentar

Milo Campaign: Never Give Up

Genre: TV Series and Campaign

Client: Nestle / O & M Malaysia / Mindshare Malaysia / Astro

We conceptualised a TV Series and Campaign for Milo Malaysia to promote positive attitudes and sports values among kids and families. Whether you win or lose, the aim of the campaign slogan and storyline targets youth everywhere to “Never Give Up.”

To achieve this, we produced an inspirational eight-episode reality series titled TAKKAN GENTAR that followed the trials and tribulations of a local kids football team, Ombak FC, vying for victory on the field while discovering the values that can only be learnt in sport.

We were responsible for conceiving the title that drove the show and campaign, as well as the storyline that embedded Milo’s brand values. We worked with Nestle’s team, and recruited professional mentors such as soccer legend Santokh Singh, female MMA fighter Ann Osman, celebrity trainer Fatimah Bakar, former national gymnast Saiful Razlan and Malaysian cup winner Nazzab Hidzan.

The campaign targetted 3 KPIs:

1. Reach: CNGU campaign to renew Malaysians’ love for MILO.
2. Relevance: Make mums fully appreciate the value of sports.
3. Engagement: Drive emotional connect with the #nevergiveup proposition.

The Takkan Gentar concept and execution was the foundation for the entire campaign which rolled out on TV, social media, outdoor media, and enjoyed extensive press coverage. The integrated campaign was a finalist for “Best Use of Branded Content Onscreen” and “Best Integrated Media Campaign” in the 2016 Malaysian Media Awards, and is now running in its third year.