Draftfcb won the relaunch project after a three-way pitch against Leo Burnett and Bates one month ago. TBWA’s Creative Juice is currently the creative agency of record for the account.
Draftfcb has been tasked with strengthening the positioning of the car as the best-selling multi-purpose vehicle (MPV) in Malaysia.
Targeting middle-aged Chinese and Malaysian family men living in city and suburban areas, the integrated campaign will include TV, radio, print, digital, out-of-home, activation and below-the-line activities.
Rupert England, Draftfcb Kuala Lumpur’s ECD, told Campaign Asia-Pacific the team is preparing of a relaunch event. He said a digital prelaunch has been set for next month, while the official launch will be in early September.