Bapak Best

Agency

NAGA DDB SDN BHD

Client

Astro Malaysia

Product/Service

Father's Day

Brief

Astro has in recent times secured the broadcasting rights to the MFL (Malaysian Football League). The business objective was clear; get the grassroot Malays to subscribe and watch their team on Astro

The marketing objective was therefore to increase the frequency of viewership for MFL matches. In order to do this, we needed to be relevant and have an affinity with the fans. And that goes beyond selling the product or service offering. We needed to get them talking about the MFL even in moments when it was out of mind

Solution

We hijacked MFL highlights during Father’s Day. Why Father’s Day? In Bahasa Melayu,
the word “Bapak” means Father. But in Malay culture, it can also be used as an expression of excitement, wonderment, amazement, surprise, being impressed - you get the picture.

So as highlights were played during Father’s Day, we had dubbed over the highlights with commentary that would use the word “Bapak” to express how great or audacious the goals, tackles, attempts and saves of the highlights were. 

This ensured that we demonstrated relevance with our audience and continued to build affinity with them.