Umobile targets Malay ultra football fans with 12-hour live social push

Malaysian mobile brand Umobile has created a platform to connect with young Malay football fans and build on its associations with local football.

Called Bangsa-Bola, the campaign began with the Twitter account @KamiBangsaBola, microsite a manifesto video to peak the curiosity of local football fans.

The @KamiBangsaBola account drove Malaysian football related-conversations including the history of Malaysian football and the controversial topic of the privatisation of football leagues in Malaysia for 12 hours nonstop on Twitter, Facebook and Periscope.

Well known footballing figures including Gabby Guerra of Selangor PKNS FC, Syed Adney of Negeri Sembilan FA and Brendan Gan of Kelantan featured in live broadcasts hosted by social media celebrity Elmi Elmo.

In the 12-hour period, 313 tweets were posted, including prepared content as well as material created on the fly. Key U Mobile products were also communicated, including a short Twitter video sketch promoting Video Onz.

The ‘Bangsa Bola-thon’ was led by ad agency BBDO Malaysia, with media by BPN, influencer engagement by Paranormal and football partner FMLLP.

BBDO Malaysia’s lead digital strategist, Nazirah Ashari said about the campaign: “On Twitter alone, there were already a number of renowned football-related Twitter account and our name – Bangsa Bola – stirred conversations, mostly due to confusion to the much known #BangsaJohor. Our proposition of a platform created for fans by fans, powered by U Mobile, focusing solely on Malaysian football was well received, however there were still a lot of people in general questioning what we are and what we actually have to offer to local football fans.”

“By then, we know we needed to create a stunt online. We needed to spark conversations among our target audience and we know we needed it to be one impactful stunt on social media. We know that in order to do that, we needed to win on Twitter – a social platform many brands choose to neglect but can be very powerful to drive a trend and spark conversations.”


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