Proton is looking to revive its flagging fortunes with its new Satria Neo model, unveiling a striking new campaign created by TBWA-ISC\Malaysia.
<br><br>
The three-door hatchback replaces Proton's iconic Satria model, and is targeted squarely at a younger, 20 to 35 urban demographic. The launch follows a steady decline in Proton's market share, to 41 per cent in 2005 from 60 per cent in 2002, due largely to increasing competition in domestic and export markets.
<br><br>
The launch campaign, accordingly, takes a highly stylised theme around the tagline 'Desire has a new name'. The campaign plays on the mnemonic device of a dilating pupil, and includes TV, print, radio, cinema, POS, outdoor and ambient. In addition, a microsite, www.desire.com.my, has rolled out, while the launch event featured performances by some of Malaysia's most famous hip-hop stars.
<br><br>
"Our focus was to create noise through an integrated campaign that is relevant to our target audience, give the car due credit and break through the clutter," explained Proton Holdings head of group communication, Yusri Yusuf. "The campaign has drawn immense attention, with many asking during the teaser period 'what is behind the dilating pupil?' and the number of hits on the dedicated website, www.satrianeo.com.my, soaring to approximately three million in the first five days."
<br><br>
The teaser campaign offered a 15-second TVC, playing around the four key campaign words — 'Obsession, lust, passion and desire'.
<br><br>
The main 60-second TVC, meanwhile, features a similar international skew in terms of look and sound as the teaser, revealing the new model along with the tagline.
<br><br>
"The creative idea is based on the fact that if you see something beautiful and desirable, the pupils of your eyes grow bigger," said TBWA-ISC executive creative director Bas Moreu. "It's all about passion, lust, obsession and desire for the Satria Neo. It's to make a statement that the Satria Neo is sexy and provides a great drive with all the characteristic of an upper market make and well represented by the Lotus-engineered handling. All in all, it also tells consumers that a Proton is really this good."
<br><br>
Moreu's last comment points to the key dilemma for Proton — convincing a new generation of consumers that its cars are still relevant. Speaking at the launch event, Malaysian Prime Minister Abdullah Ahmad Badawi told Proton staff: "Success is your only choice. Failure is not an option."
