MBCS, a IPG Mediabrands network, and MILO Malaysia have released a campaign to commemorate the upcoming Merdeka and Malaysia Day celebrations.
The campaign that launched with a brand film and MILO® Truck activation and contest, urges Malaysians to embrace the spirit of ‘Malaysia Boleh (the Malaysia can-do attitude), supported by MILO’s advantage that has nourished and nurtured Malaysians since 1950.
Rudy La Faber, Creative Director of MBCS, said: “‘Malaysia Boleh’ has served as a battle cry for Malaysians near and far and was coined by MILO® for the SEA Games in 1993. Since then, it has served as a beacon of hope and inspiration that unifies the nation and strengthens our resolve to do better, be better. Malaysians have faced insurmountable challenges and setbacks through the years. Yet through all the obstacles we face daily, Malaysians have risen from the ashes to prove our mettle and show what we’re made of. Together, we have persevered with an unshakeable fighting spirit, and MILO® has been with us through it all. #MalaysiaBolehBersamaMILO, for all time.”
To raise this rally cry, the campaign’s brand film titled ‘Dulu, Kini, Selamanya, Demi Malaysia’ (meaning ‘Then, Now, Forever, for Malaysia’), looks back in time at key moments in Malaysia, with MILO® by its side. It draws parallels with the fighting spirit of Malaysians and the energy from MILO®, a nostalgic nod to MILO® powering the nation to advance further as one.
Ng Su Yen, Business Executive Officer of the MILO® Business Unit, said: “MILO® is very much part of the fabric of our nation. We are proud to have consistently played a role in Malaysia’s history, through all our highs and lows since 1950. This spirit of Malaysia Boleh Bersama MILO® is one which drives all Malaysians to stand united and strong. The MBCS team have built upon this slogan, cementing the brand love of MILO® into the hearts and minds of all Malaysians. It is our promise and wish to fuel Malaysia for many more years to come with MILO®, and we’re excited to be able to respond to requests by Malaysians for MILO® Trucks to visit their locations.”
To drive consumer participation, a nationwide contest is being run with weekly and monthly prizes exceeding RM 1 million. Participants will stand a chance to win one of the six grand prizes – a special visit from Abang MILO® with the beloved MILO® truck, and an exclusive limited edition Pure Gold MILO® Truck set. Other weekly prizes include individual units of collectable MILO® Trucks. More details on the contest site here and in this video.
The campaign runs through Malaysia Day on 16th September and till the end of the month across digital channels, TV and Radio.
