PROTON refuels creative account with GrowthOps

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PROTON has renewed its creative retainer with GrowthOps for a year with the option to extend for another, A+M understands. The agency was first appointed in 2019, edging out then incumbent CD Advertising. A+M has reached out to PROTON for comment.

Since its appointment in 2019, GrowthOps has been instrumental in producing innovative campaigns for PROTON, including its first digital car launch last year. Initially planned to be part of PROTON’s big launch and 360-launch marketing strategy for X70 2020, the campaign was eventually converted to a digital one as a result of COVID-19 and the Movement Control Order.

The virtual campaign comprised of a live-stream car launch on YouTube and Facebook, voice-activated web page to champion PROTON’s voice command feature “Hi PROTON”, direct-to-manufacturer online booking portal with bank integration, and QR-enabled print ads to drive traffic to the website.

The automotive company recently handed media planning and buying duties to Wavemaker Malaysia to manage media planning and buying duties for two years following a pitch held in January. M/SIX Malaysia was previously working on the account since 2014 and the team decided to pitch as GroupM to ensure the business still stays within the network.

PROTON achieved a cumulative sales total of 32,826 units for the first quarter of 2021, marking its highest quarterly market share figure since March 2012. The company added that it finished the month of January ranked second with sales nearly doubling the January 2021 total of 5,964 units. It also witnessed its best February in over a decade equivalent to an estimated market share of 27.1%, the highest for the company since September 2013.

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