In a first for the country, we created ’Takkan Gentar, Champions Never Give Up’, an 8 part reality television series - which follows the dramatic journey of an underdog soccer team as they strive to climb up from the bottom of their league.

For four months the team received intensive training and dietary support from a team of sporting heroes and experts from the MILO Institute of Champions.

A Malaysian football legend trained the team. A national soccer player, an ex-national gymnast, Malaysia’s first international female Mixed Martial Arts Fighter and a celebrity motivator helped inspire the team.

The series delved into the players’ lives and showed real-life challenges and sacrifices.

Supporting the underdogs, became a national obsession as the tale of the tenacious youngsters captivated the country.

In the end, the underdogs finished second in the league, but their champion attitude showed what commitment can achieve, inspiring a nation.

The reality series ran for 8 weeks - an episode a week, 30 minutes each, on Astro, Malaysia’s No. 1 pay TV network.

Viewers were able to delve further into the underdog team’s story on milo.com.my with extended footages, exclusive interviews and soccer tips from sporting heroes featured in the series.

People were able to interact with the team through social media, with messages of support, encouragement and advice.

We promoted the series on Astro’s highly rated programmes. And as the series gained popularity, the series host and the underdog team were invited to speak about the series on other programmes.

The underdog team and the sporting heroes also hosted a series of nationwide soccer training clinics for junior soccer players.

The story of the underdogs captivated the country. We brought a country together, and showed them what the right attitude can achieve.

With over 209 million impressions, the campaign touched nearly half of the Malaysian population, reaching over 14million Malaysians.

MILO Brand preference increased 12.6% amongst mothers (primary target).

This translated to an additional 2.5million kgs in Average Monthly Sales.

Ultimately, during the campaign period, MILO saw a reverse in a long running penetration decline, and brought the brand back into 84,000 households.