Proton adds 'X' factor to Saga FL

PROTON      PRODUCT LAUNCH     LEO BURNETT

Malaysia – Home-grown automotive behemoth Proton has rolled out an integrated marketing campaign to support the launch of Saga FLX, the upgraded version of its Saga FL model.

Running with the tagline "It's Even Better", the nationwide campaign is set to conclude at the end of August.

Apart from introducing the model to the local market, the main objective of the campaign is to educate consumers on CVT technology, a component incorporated into the internal structure of the car.

Print ads have gone live across various major local dailies including The Star, Borneo Post, New Sabah Times, Harian Metro, Kwong Wah, Sin Chew Daily, and OCDN among others.

Meanwhile, radio spots are currently being broadcast via several stations such as hitz.fm, Fly FM, Red FM, Era FM, Suria FM, 988 FM, MY FM, and One FM.

Other efforts include showroom banners, buntings, outdoor uni-poles, and parking boom-gate executions at selected shopping malls.

Universal McCann is behind all media buying and planning initiatives while the creative and digital aspects of the push were managed by Leo Burnett and Tribal DDB respectively.

Arc Worldwide was responsible for all PR duties.

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