PROTON speeds up launch marketing with live-streams and voice activation

PROTON has rolled out its first digital car launch campaign in partnership with GrowthOps Malaysia. The campaign was initially planned to be part of PROTON’s big launch and 360-launch marketing strategy for X70 2020, but has since been converted to a digital once amidst COVID-19 and MCO.

This virtual campaign includes a live-stream car launch on YouTube and Facebook, voice-activated web page to champion PROTON’s voice command feature “Hi PROTON”, direct-to-manufacturer online booking portal with bank integration, and QR-enabled print ads to drive traffic to the website. GrowthOps which is responsible for PROTON's creative, digital and website marketing, took the lead for this campaign, working together with PROTON's marketing team and partner agencies including essence-BCW and m/SIX for the campaign.  

The campaign garnered 4.9 million impressions, 190,000 visits, 142,000 live viewers during the digital launch day and 6000 bookings within 17 days.

In a statement to A+M, Hasbidin Hassan, senior account director, GrowthOps said that the initial campaign was supposed to be a 360 campaign with a physical launch at a convention centre. He add that the creative concept revolved around “Intelligent made for you" and had an expected ROI of about 4000 bookings.

“Challenges included securing bookings without an on-ground event, which was hard to do as people did not get the opportunity to interact with the car”, Hassan continued, mentioning that this campaign “really was an achievement for every stakeholder working on this project. To get these results in an uncertain time, was an uphill battle, but one that we are proud of”.

Meanwhile, Nisha Devina Roy, head of strategy and content at GrowthOps said that the launch was planned since months, but her teams had to “shift and move to embrace the core of who they were GrowthOps; be nimble, be swift, get creative”. She added, “GrowthOps turned its first love digital and 17 days later, PROTON’s first digital car launch campaign was born”.

Separately, PROTON has also embarked on a digital PSA initiative providing useful tips for consumers, ranging from topics on car care to celebrating Raya while maintaining social distance.

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