PRO-NET brings the e.MAS 5 EV straight to the screens in livestreamed booking event

In a first for Proton’s renewable energy arm PRO-NET, bookings for the Proton e.MAS 5 were launched live on TikTok and Facebook, turning what is usually a closed-door media announcement into an interactive, nationwide event. Spearheaded by Havas Malaysia, 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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The e.MAS 5 is positioned as a game-changer for Malaysia’s EV landscape. As the country’s most affordable EV, PRO-NET aims to make electric vehicle ownership accessible to more Malaysians, while the MISI 5 Tour brings the car to communities in 13 states, demonstrating its capabilities through creative real-world tests, from powering the first EV kitchen via V2L (Vehicle-to-Load) to showcasing its turning radius in a live street mural project.

"With the Proton e.MAS’s EV line-up, we’re transforming that shared national pride into a collective vision for Malaysia’s EV future, one that’s locally developed, globally competitive, and truly made for the Rakyat," added Salawati.

From the agency side, Havas Malaysia’s approach turned the “open for booking” event into a fully integrated campaign, as PRO-NET's 360 agency. Donevan Chew, chief creative officer of Havas Malaysia told A+M: “When PRO-NET briefed us on the livestream event, we knew this couldn’t be just another car’s open-for-booking announcement. The Proton e.MAS 5 is built for all Malaysians, and that inclusivity is its biggest story."

"The question was simple: how do we announce a car made for everyone, to everyone? The answer was to take it live, and make the reveal as democratic as the car itself. No velvet ropes, no exclusive invites. Just Malaysians tuning in from wherever they are, sharing in the excitement together," he added. 

Chew added, “We looked at how Malaysians interact with live content, whether it’s shopping streams or late-night talk sessions, it’s always full of energy, honesty, and community. Our goal was to capture that same spirit by turning this booking announcement into a moment that felt real, spontaneous, and proudly Malaysian.” And that is by blending entertainment, information, and interactivity, to turn the announcement into a cultural experience. 

Havas also led social, media, and PR efforts, coordinating teaser campaigns, influencer collaborations, and multi-platform broadcasting across eight TikTok pages and a main Facebook channel. According to Chew, the livestream drew around 572,000 live viewers and has accumulated over 1 million views post-launch. The campaign continues through content recuts, PR features, and social amplification tied to the ongoing MISI 5 Tour.

PRO-NET’s decision to lean into livestreaming is a strategic one, capitalising on the growing popularity of live shopping and interactive online experiences. For instance, Shopee Malaysia reported a 116% surge in Malaysian buyers tuning into Shopee Live over Chinese New Year in February. Globally, live product launches are also gaining traction: Apple’s launch day events attract dedicated fan followings, Meta has livestreamed product demos, Volvo plans to stream the launch of its EX60 from Stockholm on 21 January 2026, and Zeekr recently livestreamed the unveiling of its 9X in China on YouTube.

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