Case Study

Built to optimize growth

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Malaysia’s No.1 cultured milk drink VITAGEN urgently needed to address a decline in appeal among Malay Millennials. Its functional-based communication of ‘Be Good To Your Gut’ did not resonate with the younger audience and the brand could not establish any emotional relevance with them.



TV was a key medium for its high reach among Malay Millennials. Astro identified the ideal sponsorship platform in Akademi Fantasia 2016, a reality television show which followed the trial and tribulations of twelve contestants called ‘students’ as they competed in ‘real time’ for the winning title and a chance to start their career in the entertainment industry.

Astro developed a new communication message ‘Change from Within’ or ‘Transformasi Diri Bermula Dari Dalam’ to embody the product’s functional message in an emotional approach. From the programme, Astro created new assets and leveraged existing properties to integrate VITAGEN’s message to successfully deliver brand love among Malay Millennials.



  • 7.6 million nett TV viewers across 8 weeks, making AF2016 the No.1 programme among Malays Millennials!
  • 3X more TV viewers than its closest rival programme on free-to-air TV.
  • 7.2 million views garnered across Astro Gempak digital platforms (Web, FB, YouTube).
  •  8.2 million digital engagement (like, share, comments) captured on Astro and VITAGEN social media platforms.
  • 300,000+ online views of the VITAGEN ‘Transformasi’ Theme Song music video.
  • 242,000+ online views for the VITAGEN ‘Best Transformasi Performance Award’.
  • 160 TV spots valued at US$220,000 of VITAGEN Branded Promo by Contestants.
  • US$1.1 million worth of Print and Online publicity throughout AF2016 season.
  • 8X return-on-investment in exposure and production across Astro’s TV, Radio and Digital platforms.

Be Good To Your Gut