March 2009
McCann Worldgroup has kicked off pre-launch activities for the new Proton Exora, the first Malaysia-made MPV by Malaysian automaker, Proton.
As a lead up to the much anticipated launch due this April, the pre-launch aims to create hype and drive bookings for the maiden Proton Exora MPV.
The pre-launch campaign is led by McCann Erickson and supported by MRM Worldwide with activities being driven via press and online.
Titled, “You will be AMAZED to know it’s a Proton”, the pre-launch campaign is created around the idea of an amazingly designed, feature-packed MPV, which is built with people’s needs in mind. The teaser campaign is a slow reveal of the Proton Exora’s benefits in comfort, safety and performance.
Said, Hwa, Deputy Chairman/ECD, McCann Erickson Malaysia, “In addition to highlighting the amazing features of Proton Exora in the campaign, we also drew on the sense of national pride among Malaysians about the launch of the first home grown MPV, reinforcing the fact that it is a vehicle made for Malaysians by Malaysians.”
In the first teaser press advertisement that came out recently, consumers see the chassis of the Proton Exora with call-outs highlighting its comfort features. With each teaser, consumers will eventually get to the full revelation of all the features of the MPV.
Targeting families who are looking to replace or upgrade to an MPV, the teaser and launch campaign will roll out over a period of two months.
Proton Exora was officially launched for pre bookings on 21 Feb, and as of 28 Feb, just 8 days after the pre launch campaign kicked off, there were more than 840 blind bookings nationwide that poured in for the MPV, a seven-seater which comes in six colours and is powered by the Campro 1.6 CPS engine.
Bookings were brisk despite the fact that PROTON has not released official pictures of the all new MPV.
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