Target audience Young adults and first-time buyers
Agencies TBWA-ISC\Group Malaysia (creative, online, PR, events and media)
THE MARKETPLACE
Proton's market share and brand equity were declining, due to local and international competitors (especially from Korea) with competitive new models and competitive pricing.
Proton is associated with value and affordability, but also (rightly or wrongly) with poor quality. While the brand strived to improve the quality quotient from the Waja model onwards, the consumer brand perception remained weak.
The Lotus association (Proton bought Lotus in 1996) has been slow to turn around and elevate the brand perception. To make matters worse, many Malaysians prefer non-Malaysian products, cars included, for the prestige factor.
One of Proton's positive elements, however, was the Satria, particularly the Satria Gti, with a loyal following in Malaysia as well as other countries such as England and Australia. Hence, the arrival of the new Satria (or Satria Neo) was anticipated by the loyalists. Sneak previews emerged on websites and blogs.
THE CAMPAIGN
The campaign broke with a 15-second teaser TVC and a series of print ads, announcing that emotions such as passion, lust, obsession and desire are 'coming soon'.
Brand ambassadors showed the teaser TVC on screens on the backs of their jacket during the KL International Motor Show, which preceded the launch. Interested consumers were directed to the deliberately non-branded website www.desire.com.my.
The launch event was held at the Proton Centre of Excellence (COE) and officiated by the Malaysian Prime Minister, Datuk Abdullah Ahmad Badawi, with performances by famous Malaysians artists such as pop artist Mawi and hiphop act Too Phat.
After the official launch, the main 60-second TVC was aired, supported by print, radio, outdoor and ambient. Furthermore, the whole concept was taken through-the-line with brochures, flyers, buntings, banners and paper bags.
THE RESULTS
The website generated over 175,000 unique visitors with more than 60,000 unique visitors during the two-week teaser period. Sales figures cannot be disclosed yet, but are meeting the ambitious targets set by the client.
