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9. Entertainment Kancils [9.15 Influencer & Co-creation]

Links:

Product/Service:

Automotive

Client:

Proton

Brief:

As one of Malaysia’s oldest automotive brands, Proton has always been Malaysia’s pride. But pride alone doesn’t move a new generation raised on style and social trends. While the Proton X50 was built for them, many still felt like it was their parent’s brand. Familiar, yes, but not desirable. The challenge was to prove that the X50 isn’t just another car from an old brand, but the new icon for a generation that defines what’s cool.

Solution:

We changed the way the Proton X50 shows up. Not as a car brand listing out specs, but as a cultural brand that vibes with the times. So we tapped into what Malaysians already love: music. Collaborating with two of the country’s most talked-about music acts, De Fam and Suki Low, we co-created original tracks that fused Proton’s brand message of “Your trendy, locally built No. 1 B-segment SUV” with each artist’s unique sound and style. By connecting with our audience through music and culture, the X50 didn’t just advertise; it entered their playlist, TikToks, and conversations.

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