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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?
8 Brand Equity Volume 1, 2010 ON THE COVER: BRAND BIOGRAPHY EXTENDING THE LINE FOR TOTAL MARKET COVERAGE Nescafe has its job cut out for it because nobody in this country asks for coffee; or instant coffee – they just ask for Nescafe; almost all of the time that is! By Raghunath
Page 1 and 2: 03 SPECIAL EDITION | From Tear-Drop
Page 3 and 4: BRAND : EVIAN CATEGORY : BOTTLED WA
Page 5: IN particular, Proton invited Malay

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