Malaysian Media Awards Winners Showcase





2010 | |

Exora Builds Trust via Live Twitter Launch

Advertiser: Proton Holdings Bhd
Brand: Exora
Creative Agency: -
Credits: Tammy Lim (Associate Director), Ramakrishnan C.N. (Director Consulting)

DIG - Exora Builds Trust via Live Twitter Launch

Challenge
Proton had very low level of trust and image amongst the skeptical and cynical Alpha groups, who are the opinion leaders for new product launches. With so many pre launch negative news about Exora, Proton needed to reboot its image quickly; and make a refreshing beginning.

Solution
We decided to talk real-time to them personally in a low wastage and well connected space, dominated by Alphas. We did a live twitcast while launch event are happening. As social media norms go, CEO of Proton admitted to their parts problem – for the 1st time ever – and talk about positive steps to ensure it will not occur in Exora. This honesty via twitter has immediately sparked further conversations on Exora, amongst the opinion leader.

Execution
Two twitter voices were created – official @ProtonExora and unofficial @YouWillBeAmazed. When @ProtonExora was attacked by the skeptics, @YouWillBeAmazed comes in as friend who helps clarify matters the casual way. The power of these two voices evangelized the Exora brand and triggered positive reviews and debates amongst the influencers such as auto journalists and blogger celebrity like Paul Tan.

Result
The twitter started from mere 47 followers, but huge conversations lead to re-twitting to thousands others within a span of days. 4,200 Exoras were booked within 4 days days of launch. The social media guru “Lim Yung-Hui” recognized it as Malaysian’s FIRST TWITTER BREAK-THRU for a brand.