In late February, a pre-launch campaign ran to drive hype and bookings for the vehicle. Since then, over 2,500 bookings were received before its official launch.
Prior to its official launch in April, no official pictures of the MPV were released but interest and buzz had spilled over to online forums, blogs, and Wikipedia where pictures of the MPV were leaked ahead of its launch. So far, one day into its official launch, bookings have surged to over 4,200 units.
The “You’ll be amazed” campaign can be seen and heard across TV, radio, press, online and outdoor. The creative work details the features, which the Proton Exora offers and aims to reinforce the Malaysian national carmaker’s overall brand message while boosting sales of the Exora and market share in the segment.
Huang Ean Hwa, deputy chairman and ECD of McCann Erickson Malaysia: “During the course of the pre-launch activities which includes the MPV-naming contest, the sense of national pride surrounding the first Malaysian MPV was very high. There was a lot of interest and curiosity and a lot of discussion. More than a quarter of a million responded to the advertisement. When the test drive was conducted, consumers shared more of their experiences. We tapped into that vibe and created the testimonial press ads which featured real customers who did the test drive with their feedback.”
“What we did, was to highlight the discussions that were already taking place. Which, in itself, is the most powerful and convincing advertisement for Proton Exora - real customers’ endorsements.”
Watch the ad
Prior to its official launch in April, no official pictures of the MPV were released but interest and buzz had spilled over to online forums, blogs, and Wikipedia where pictures of the MPV were leaked ahead of its launch. So far, one day into its official launch, bookings have surged to over 4,200 units.
The “You’ll be amazed” campaign can be seen and heard across TV, radio, press, online and outdoor. The creative work details the features, which the Proton Exora offers and aims to reinforce the Malaysian national carmaker’s overall brand message while boosting sales of the Exora and market share in the segment.
Huang Ean Hwa, deputy chairman and ECD of McCann Erickson Malaysia: “During the course of the pre-launch activities which includes the MPV-naming contest, the sense of national pride surrounding the first Malaysian MPV was very high. There was a lot of interest and curiosity and a lot of discussion. More than a quarter of a million responded to the advertisement. When the test drive was conducted, consumers shared more of their experiences. We tapped into that vibe and created the testimonial press ads which featured real customers who did the test drive with their feedback.”
“What we did, was to highlight the discussions that were already taking place. Which, in itself, is the most powerful and convincing advertisement for Proton Exora - real customers’ endorsements.”
Watch the ad
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