Proton holds pre-launch campaign for first MPV

The pre-launch aims to create hype and drive bookings for the maiden MPV, which is due to launch in April.

Led by McCann Erickson (press ads) and supported by MRM Worldwide (online), the “You will be amazed to know it’s a Proton” campaign is centred on the design and features of the new vehicle which is built with consumers’ needs in mind.

Targeting families who are looking to replace or upgrade to an MPV, the teaser campaign will slowly reveal the Proton Exora’s benefits in comfort, safety and performance in parts over a period of two months.

“In addition to highlighting the amazing features of Proton Exora in the campaign, we also drew on the sense of national pride among Malaysians about the launch of the first home grown MPV, reinforcing the fact that it is a vehicle made for Malaysians by Malaysians,” said, Huang Ean-Hwa, deputy chairman/ECD, McCann Erickson Malaysia.

The Proton Exora was officially launched at the end of February and bookings have been brisk despite Proton having not released any official pictures of the MPV so far.