Malaysian public utility company Tenaga Nasional Berhad has come up with a campaign to support the Malaysian hockey team. Created by Reprise Digital Malaysia, an IPG Mediabrands agency, the campaign broke in time for the ongoing Hockey World Cup, currently being held in Bhubaneshwar, India.
Besides supporting the team via film, radio and on-ground events, TNB has created the Hokita (our hockey) microsite as well as a presence on social media platforms like Facebook, Twitter and Instagram. TNB intends the site and the platforms to be a destination for Malaysian hockey fans through the world cup and beyond.
Speaking to Mumbrella, Reprise’s managing director Stanley Clement said: “The Hokita microsite and social page will be a permanent platform for Malaysians to gain access to all they need to know about hockey in Malaysia, starting with the World Cup, followed by the Malaysian Hockey League (MHL).”
The TNB has had a long association with Malaysian hockey. Clement said: “There has been sponsorship of up to RM 20 million (approximately $4.7 million) to the Malaysia Hockey Confederation for five years ending 2019; nine out of the 18 players on the national team are staff of TNB, with active grooming of youth and school level hockey players.”
Acknowledging the sport was not the most well known or well-loved in Malaysia, Clements added: “Hockey is not popular at all, especially when you compare it to football and badminton, despite us having been competing at a world class level for several decades.
“As such, we wanted to provide a vehicle to educate Malaysians about the sport and the World Cup. We wished to enable fans and Malaysians near and far to provide pledges of support to boost the morale of the team who are facing tough competition.”
TNB’s chief corporate officer Datuk Wira Roslan Ab Rahmansaid: “The Malaysian men’s hockey team has consistently remained amongst the Top 15 best teams of the world, and we are excited to see how we can support them all the way through this campaign. The commitment from the Reprise team in helping us deliver on this promise has been unparalleled.”
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