Malaysian Media Awards Winners Showcase





2012 | |

The Blind Test Drive

Advertiser: PROTON Edar Sdn Bhd
Brand: Exora
Creative Agency: -
Credits: -

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Challenge
Exora is a great family MPV, having won several accolades and industry awards. However Consumer were not convinced that Exora is a safe MPV for the family compared to the top brands. It had most of the features of the premium cars and we were challenged to dispel the myth.

Solution
It was very clear that rolling out a new ATL campaign would be a losing proposition. We had to drastically change the way we speak to the potential owners and we needed to do it right at the moment of truth, the test drive. Every brand gives a test drive, we decided to be RADICALLY DIFFERENT and surprise our potentials with a BLIND TEST DRIVE. An experience which they would surely share with their friends.

Execution
With high sign-ups through the microsite we conducted the event in Klang Valley, which was then carried to Penang, Melaka and Kuala Terengganu. The participants fruitful experience was featured in the microsite together with Exora’s infomations. With the pleasant experience during the radically different test- drive session which encompasses the surprise blindfold test drive, the participants became Exora’s advocates through their social networks. The buzz was unprecedented as this test-drive took the nation by storm.

Results
The campaign website had more than 809,415 page views with the average dwell time of 3 MINUTES PLUS 43,000 LIKES was garnered on Facebook. While the industry sales declined 3.8% for the MPV category, Exora SALES INCREASED BY A WHOPPING 6%.