USA’s Marketing Effectiveness Award

Proton Exora Nominated For USA’s Marketing Effectiveness Award

Exora, Malaysia’s first Multi-Purpose Vehicle (MPV), which far exceeded initial sales targets with bookings of more than 35,000 units since its launch, has been nominated for the prestigious Adverting and Marketing Effectiveness (AME) award organised by the New York Festivals.

The Exora marketing campaign also won a Gold Dragon at the Promotions Marketing Awards of Asia (PMA) ’09 and a Silver award at the Malaysian Effectiveness Awards.

“Unlike other advertising awards, the AME Awards credits creative work that’s strategic, effective, and produces tangible results,” said Huang Ean Hwa, Deputy Chairman of McCann Worldgroup. Advertising agency McCann Erickson Malaysia’s 360-degree campaign to launch Proton Exora was instrumental in creating a strong market buzz at a time when the automotive market was looking to recover from the economic downturn

For the first time in its 16-year history, the AME Awards held regional judging sessions evaluated by jurors with cultural and economic relevance within their own region and with an intimate knowledge of each market. The Proton Exora campaign was expanded across print, TV, radio, and online advertising, ground events, customer testimonials, and a live telecast.

Winners of the AME Awards will be announced on 21 April. Three Malaysian companies were nominated in the Integrated (Mixed Media) Marketing category: Canon (“Canon Goes Green” / Dentsu Malaysia), Pantene (“3 Minute Miracle” / Grey Group Asia Pacific), and Polident (“East, Speak and Smile with Confidence” / Grey Group Kuala Lumpur). McCann Erickson Malaysia was also nominated for Clorets’ “Dark Secret” campaign in the Food category.