MALAYSIA’S FIRST LIVE-STREAMED RAYA SITCOM CAR LAUNCH
9. Entertainment Kancils [9.2 Broadcast & Live streaming]
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Product/Service:
PROTON X90
Client:
Proton Holdings Berhad
Brief:
PROTON had a new seven-seater to launch: The 2026 PROTON X90. But with its launch falling during Ramadan and Raya, it faced a challenge beyond introducing a new car. How could the brand stand out in a season already filled with festive campaigns, emotional films and family stories? A conventional launch centred on product specifications risked getting lost in the noise. PROTON needed a way to capture attention, connect with the festive mood and give audiences a reason to tune in.
Solution:
To stand out during Raya, we looked beyond the usual product-led launch and tapped into what makes the season so entertaining: the humour, characters and family dynamics. We reimagined the X90 launch as a live sitcom starring ERA 3 Pagi’s Nabil, Pak Azad and Radin. Streaming across Facebook and TikTok, the story brought the festive chaos to life while weaving the X90 into the action. Its features became part of the plot, making the car reveal feel less like a product presentation and more like a natural part of the entertainment.
