Petaling Jaya, Malaysia – Proton has introduced the e.MAS 7 Plug-in Hybrid Electric Vehicle (PHEV), positioning it as Malaysia’s first dual-powered electric vehicle, supported by an integrated marketing campaign led by Havas Malaysia in collaboration with H/Advisors Klareco Malaysia and Trapper Media Group for Proton New Energy Technology Sdn Bhd (PRO-NET).
The launch was delivered through an integrated marketing campaign encompassing strategy, creative development, live commerce, always-on content and public relations. According to the agencies involved, the campaign introduced a distinct narrative for the Proton e.MAS PHEV, positioning it as a vehicle that combines electric-first efficiency with petrol-powered flexibility for everyday use.
The Proton e.MAS 7 PHEV was introduced following the Proton e.MAS 7’s performance as Malaysia’s top EV model in 2025. In a market where hybrids and PHEVs have often been associated with premium or niche segments, the campaign sought to address perceptions of exclusivity and reposition PHEVs as a more accessible option for mainstream consumers.
As part of this effort, the vehicle was positioned as an option for drivers interested in electrification while retaining the reassurance of petrol for longer or unplanned journeys. This positioning informed the campaign’s creative direction and the communication idea “Journey that Electrifies”, which formed the core concept of the brand film.
The brand film drew on football as a unifying cultural reference, telling the story of two protagonists who begin as childhood rivals on opposing teams. The narrative was used to illustrate the combination of electric and petrol power as complementary forces.
“Rivalry isn’t always a bad thing. In sport, it’s the competition that pushes us to be better versions of ourselves. As for mobility, when two opposing forces of electric and petrol come together, it becomes a winning combination that redefines the way we move. That’s the Proton e.MAS 7 PHEV story,” said Donevan Chew, chief creative officer of Havas Malaysia.
The film also incorporates explanations of the Proton e.MAS 7 PHEV’s technology, including its EM-i Advanced Hybrid Technology, electric-first 11-in-1 Dedicated Hybrid Transmission (DHT), and multiple driving modes, highlighting its real-world driving capabilities.
Puan Salawati Yusoff, chief branding Officer of PRO-NET, said: “From the outset, our focus with the Proton e.MAS 7 was to help Malaysians better understand electrified mobility and the different technologies available to them. With the introduction of PHEV, the task was not to replace one option with another, but to clearly explain how each technology works and where it fits best.”
She added, “This campaign brings clarity to both EV and PHEV, enabling Malaysians to make a more informed choice based on their lifestyle, usage needs, and readiness—while still enjoying the benefits of advanced electrification technology.”
Education was a central component of the campaign, as organisers noted that awareness of newer PHEV technologies remains limited among Malaysian consumers. H/Advisors Klareco Malaysia worked with automotive and lifestyle media to explain PHEV functionality, target user profiles and key technology features in accessible language. Media activities included a first impressions preview, the open-for-booking announcement and the official launch of the Proton e.MAS 7 PHEV.
To support the open-for-booking phase, a 25-hour livestreamed journey covering more than 1,100 kilometres from Penang to Johor and back was conducted on a single full charge and fuel tank. The drive aimed to demonstrate electric-first hybrid efficiency, with reported fuel consumption as low as 3.7L/100km. Footage from the journey was edited on the same day and presented during the launch event on 13 January.
On social media, a 10-day teaser campaign was rolled out ahead of the launch. The first phase focused on product features, while the second phase shifted to narrative-driven content aligned with the brand film. A moderated livestream was also held across Instagram, Facebook and TikTok during the Proton e.MAS 7 PHEV launch on 4 February, featuring real-time audience interaction.
Digital amplification was handled by Trapper Media Group, which applied its AI optimisation platform, T-REE, to refine targeting and ad placements across digital and programmatic channels. Additional media initiatives planned include radio drive broadcasts by DJs, supported by online video and digital content.
“From the outset, this was never about media amplification in isolation. Working closely with Havas, our role was to ensure that the strategy, storytelling and moments of engagement translated into real consideration and action across every touchpoint. When media is designed as part of the idea, not layered on top of it, that’s when integrated campaigns truly perform,” said Sheley Lim, chief business officer of Trapper Media Group.
According to the agencies, the integrated approach was intended to move consumer engagement beyond awareness towards informed consideration, positioning the Proton e.MAS 7 PHEV as a dual-powered EV option for Malaysian drivers.
