Goals
HAVAL wanted to raise awareness about the new variant model, Haval M4 Elite and push for test drives.
Insights
We noticed that Chinese car brands have a bad perception among consumers in Malaysia. Consumers have doubts about its reliability and maintenance.
Approach & Solution
We leveraged on trending the #JadilahSepertiRashid meme, the Malaysian version of the popular #BeLikeBill meme.
We produced a video showcasing Rashid and Haval M4 Elite throughout Rashid’s key moments in 7 years of his life starting from his university days.
We strategize a 360 digital campaign across Facebook, Instagram, YouTube, Google Search and Google Display Network.
2,300,000
people reached
1,000,000
video views
500
test drive submissions
uplift in car sales
The Result
The video went viral and reached 2.3 million people and recorded over 1 million video views on YouTube and Facebook.
Over 500 test drive submissions recorded on the campaign landing page.