Challenge
Proton desperately needed to win back Malaysians and promote their latest improvements made to keep up with consumer’s needs.
Solution
Proton’s partnership with ASTRO, whose superiority in producing award winning content and massive potential in network amplification across TV, Digital, Social Media and On-Ground proved to be the winning formula for an integrated campaign. Using a nostalgic narrative of the Balik Kampung spirit by leveraging on Hari Raya season to carry the message, Teroka Raya Proton was born.
Results
- The campaign amplification on Astro TV reached a total of 4.3 mil viewers through Talkshows and Entertainment Programmes.
- Sales peaked during the campaign also generated a growing interest in Proton’s new car models, with 106 prospects and 25 confirmed car bookings in just one month.