How Proton launched the e.MAS 7 PHEV with a distinct narrative

Proton has marked the launch of Malaysia's first dual-powered EV, the Proton e.MAS 7 Plug-in Hybrid Electric Vehicle (PHEV), with a fully integrated campaign to power its open-for-booking phase and official launch. 

Executed in collaboration with Havas Malaysia, H/Advisors Klareco and Trapper Media Group, the campaign was delivered for Proton New Energy Technology (PRO-NET) across strategy, creative, live commerce, social, media, and public relations.

At the heart of the launch is an emotional brand film that introduces a distinct PHEV narrative for the Proton e.MAS brand. While the e.MAS 7 has emerged as Malaysia’s top EV model in 2025, the introduction of a PHEV required a clear shift in messaging, the brand's partner agency shared. In a market where PHEVs are often perceived as premium or in-between options, Havas Malaysia set out to reposition the category as an accessible bridge to electrification.

Anchored by the idea “Journey that electrifies”, the campaign positions the Proton e.MAS 7 PHEV as a balance between electric-first efficiency and everyday fuel flexibility. Rather than framing hybridisation as a compromise, the narrative presents dual power as a smarter form of progress for Malaysians who want reassurance for longer or spontaneous journeys.

Salawati Yusoff, chief branding officer of PRO-NET, said: “From the outset, our focus with the Proton e.MAS 7 was to help Malaysians better understand electrified mobility and the different technologies available to them. With the introduction of PHEV, the task was not to replace one option with another, but to clearly explain how each technology works and where it fits best." 

She added further: "This campaign brings clarity to both EV and PHEV, enabling Malaysians to make a more informed choice based on their lifestyle, usage needs, and readiness—while still enjoying the benefits of advanced electrification technology.”

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This idea comes to life in the brand film through a culturally resonant football storyline, following two childhood rivals whose opposing forces ultimately combine to win as one. The metaphor mirrors the vehicle’s dual electric and petrol powertrain, while weaving in key technological features of the car. Throughout the film, Malaysia’s beautiful landscapes are showcased, from the greenery of Perlis, to the town centre of Ipoh, and a football stadium in Johor. 

“Rivalry isn’t always a bad thing. In sport, it’s the competition that pushes us to be better versions of ourselves. As for mobility, when two opposing forces of electric and petrol come together, it becomes a winning combination that redefines the way we move. That’s the Proton e.MAS 7 PHEV story,” said Donevan Chew, chief creative officer of Havas Malaysia.

PRS Productions were tapped as the production house for the brand film. 

Education formed a core pillar of the campaign, with H/Advisors Klareco Malaysia working closely with automotive and lifestyle media to demystify advanced PHEV technology in simple, relatable terms. Media efforts spanned first-impressions previews, the open-for-booking announcement, and the vehicle’s grand launch.

To move audiences from awareness to action, the open-for-booking phase featured a 25-hour livestreamed journey covering over 1,100 kilometres from Penang to Johor and back on a single full charge and tank. Hosted by PRO-NET representatives, the livestream demonstrated real-world efficiency and was edited and showcased on the same day at the launch event.

On social, Havas Malaysia executed a 10-day teaser countdown split between product-led and narrative-led storytelling, while a fully moderated livestream across Instagram, Facebook, and TikTok brought real-time engagement to the launch. Media amplification by Trapper Media Group, powered by its AI optimisation platform T-REE, ensured precision targeting across premium digital environments.

In October 2025, PRO-NET launched bookings for the Proton e.MAS 5 live on TikTok and Facebook, turning what is usually a closed-door media announcement into an interactive, nationwide event. The livestream allowed Malaysians to experience the debut of the country’s most affordable electric vehicle in real time, with hosts and motoring influencers engaging directly with viewers.

“Malaysians are highly responsive to livestreams, whether it’s product drops, live shopping, or entertainment. That’s where real engagement happens,” said Salawati Yusoff, chief brand officer of PRO-NET in an exclusive conversation with A+M. “With the Proton e.MAS 5, we wanted every Malaysian to be part of it. It’s not just a broadcast; it’s a conversation.”

The livestream featured relatable personalities such as Boss James and Noreen, alongside motoring key opinion leaders (KOLs) including Nazz Abdullah, Amin Ashaari, and Alex Wong, culminating in the official pricing and early-bird package announcement.

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