Proton tugs at heartstrings to build brand

<P>National carmaker Proton has launched a new thematic drive to coincide with Malaysia's National Day and fight back against criticism that the company continues to struggle.</P> <P>Created by McCann Erickson, the campaign takes the form of a three-minute TVC that first aired on National Day, along with a 90-second version which launched two weeks earlier. Viewers are also able to download the TVCs from the internet.</P> <P>According to McCann executive planning director Pratik Thakar, the strategy behind the new spots is to effectively communicate that Proton is working hard to improve products and servicing contrary to popular perception.</P> <P>"Unfortunately, no one has communicated to Malaysian citizens that Proton is much more than a local car company," explained Thakar. "It's the nation-building project; such projects need public support and encouragement."</P> <P>The challenge, noted Thakar, is that "if Proton goes out and claims its improvement and hard work, Malaysian people won't believe the story".</P> <P>Accordingly, the creative attempts to cast Proton as an underdog around the creative brief 'the more I sweat, the more I shine.' The TVC features a struggling schoolchild's journey into a confident young man, through the eyes of his teacher. </P> <P>Thakar noted that the spot is built on the insight that people are more receptive to good intentions and a spirit of achieving the impossible, rather than a long list of achievements. "It makes you feel sympathetic as well as proud of him and his daring spirit," he said.</P> <P>The spot comes amid reports that Proton's losses quadrupled during its fiscal first quarter ending June 30 this year. The carmaker blamed poor sales, which plunged 27 per cent year-on-year. Proton's managing director Syed Zainal Abidin Syed Mohamed Tahir said: "Our models have been in the market for several years now."<BR></P>