Page 1 - 8.pdf - Brand Equity Magazine

McCann kicked off a pre-launch
teaser campaign that unveiled Exora
in skeletal parts between February
and April 2009.
Explains Hwa, “The first print ads did
not show the full product. The visual
depicted a skeletal, and the message
was about comfort. A few days later
we unveiled another skeletal which
was slowly building up. This time it
had seats, and the engine to drive
home the point about performance.
Eventually the third teaser guided the
audiences’ attention to protection.”
February 21st 2009: pre-bookings
opened. In the 6 days that followed,
Proton secured 728 bookings;
despite not releasing pictures of
Exora.
“We invited some who booked to
test drive and used their reactions
as testimonials in another series of
complementary teaser print ads,”
says Hwa.
A launch campaign soon followed
between April and May 2009. The
visuals this time depicted the Exora
in its entirety with the header ‘Just
Plain Amazing’. And the creatives
included a double spread wraparound
as well.
Among others, this staggered
campaign had a key common thread
– the word ‘Amazing’ was used
lavishly to pique the senses of the
average Malaysian family.
Exora is arguably value laden.
The well-received Toyota Avanza
is priced at RM62,000 and
RM78,000 for the 1.3 and 1.5 liter
models respectively. The 1.6 Exora
H-Line costs around RM70,000,
while the 1.6 Exora Basic is priced at
RM58,000. Exaggeration aside – it is
selling like hot cakes.
And if Proton is deftly managing
the supply side to heighten anxiety,
then kudos to them for that clever
strategic move.
But McCann had its defining
moments as well. The agency was
awarded the Gold at the Promotion
Marketing Awards of Asia 2009 for
the Proton MPV Naming Contest;
and Silver for the ‘You’ll Be Amazed’
campaign at the Effies 2009. BE
6 Brand Equity Volume 1, 2010
Point of View!
Just how many automobile brands can our roads accommodate?
The numbers that get off the assembly line are staggering. And
our road networks are bursting at the seams. Sure, Malaysia’s
infrastructure is being upgraded, but every time that happens,
the bottleneck shifts to another location. Our cars may not be that
cheap, but they are certainly within hands reach. That’s just part of
the problem. Explains why market-center Malaysians are left with
no choice but to negotiate horrendous traffi c and inconsiderate
unruly drivers every day. Terribly annoying! And we do not need that
kind of stress! Is anyone out there (who can do something about it)
listening?