Overview
Driving Brand Engagement Through International Student Sports Activation
International Student Sports Game
The a2 Milk
Audience
Chinese international students in Melbourne
Sports and basketball fans
Health-conscious young consumers
Students influenced by community events and celebrity engagement
Student Participants
800+
Brand Awareness Uplift
70%
Social Media Impressions
50M+
Product Recommendation Intent
65%
Product Recommendation Intent
65%
Social Media Impressions
50M+
Brand Awareness Uplift
70%
Student Participants
800+
Activation
Project Background
The a2 Milk Company aimed to increase awareness and consideration among Chinese international students in Melbourne, building stronger brand connection and long-term consumer adoption. We developed a large-scale student sports activation that connected a2 Milk’s health-focused positioning with basketball culture — featuring Chinese basketball star Zhou Qi and players from the South East Melbourne Phoenix in a series of interactive sports challenges and live engagement activities.
Highlights
Created a large-scale international student sports event combining health, lifestyle, and entertainment to increase brand engagement
Leveraged the strong connection between sports performance and a2 Milk’s health positioning to create authentic brand relevance
Invited Chinese basketball star Zhou Qi and South East Melbourne Phoenix players to participate in interactive games and live engagement with students
Attracted 800+ student participants, generating strong on-ground interaction and community engagement
Post-event survey showed 70% of attendees gained stronger awareness and understanding of a2 Milk products
A significant percentage of attendees indicated increased purchase consideration and willingness to recommend a2 Milk to family and friends
Zhou Qi’s social media coverage generated 50M+ total impressions across platforms, significantly amplifying campaign visibility beyond the live event
