Havas Malaysia unveils Proton e.MAS 7 PHEV with integrated “Journey That Electrifies” campaign

Havas Malaysia, together with H/Advisors Klareco Malaysia and Trapper Media Group, led the open-for-booking phase and official launch of Malaysia’s first dual-powered EV, the Proton e.MAS 7 Plug-in Hybrid Electric Vehicle (PHEV), for Proton New Energy Technology Sdn Bhd (PRO-NET). The launch was delivered through a fully integrated marketing campaign.

Working hand-in-hand with PRO-NET, the campaign introduces a distinct PHEV narrative for the Proton e.MAS brand, one that balances electric-first efficiency with everyday fuel flexibility. This narrative was brought to life through a strong emotional brand film, high-impact content, and an integrated rollout across multiple touchpoints.

With the Proton e.MAS 7 emerging as Malaysia’s top EV model in 2025, introducing a PHEV now required a clear strategic shift. In a market where hybrids are often perceived as premium, in-between options rather than mainstream solutions and PHEVs largely being associated with higher-end brands, the perceptions of exclusivity remained a key barrier for everyday Malaysians to consider PHEVs.

Havas Malaysia reframed hybrids and PHEVs not as a compromise, but as an accessible bridge to electrification. The Proton e.MAS 7 PHEV was positioned for Malaysians ready to consider electric while still wanting the reassurance of petrol for longer or spontaneous journeys; this insight anchored the campaign, positioning PHEVs as the smarter form of progress, delivering balance without trade-offs, and inspiring the communication idea “Journey that Electrifies”, which framed the PHEV as more than just a car, but also a partner in journeys that inspire, empower, and unlock new possibilities, shaping the core concept of the brand film.

Understanding the need to communicate the choice of both electric and petrol power in a way that truly resonates with Malaysians, Havas Malaysia anchored the brand film narrative in a cultural insight that unites the nation – football. The film showcases two protagonists who start off as childhood rivals on competing football teams.

“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.

Unpacking the technology behind Proton e.MAS 7 PHEV, key elements such as the vehicle’s advanced EM-i Advanced Hybrid Technology with its electric-first 11-in-1 Dedicated Hybrid Transmission (DHT) as well as multiple drive modes, are all woven into the film’s journey. The brand film underscores the PHEV’s real-world capability and reinforces the promise of going the distance without compromise.

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. 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.”

While Malaysians might be familiar with hybrids and the older generation PHEV, the team recognised that the more advanced PHEV technology is still unknown by most Malaysians, so education became a core component of the campaign. This saw Havas Malaysia’s PR arm, H/Advisors Klareco Malaysia, partnering with automotive and lifestyle media to explain how PHEVs work in everyday driving, who the ideal driver of Proton e.MAS 7 PHEV is, and its advanced technology features such as the different driving modes for different driving situations, translated into simple, relatable language. From the beginning of January until now, the key media activities that H/Advisors Klareco supported on included a First Impressions Media Preview, the Open-For Booking announcement and the Grand Launch of the Proton e.MAS 7 PHEV.

To move audiences from awareness to action, the Open-for-Booking launch featured a 25-hour live-streamed journey covering over 1,100 kilometres from Penang to Johor and back on a single full charge and tank, demonstrating electric-first hybrid efficiency with fuel consumption as low as 3.7L/100km. Havas Malaysia supported the livestream execution, hosted by PRO-NET representatives, giving audiences an unfiltered, real-time view of the e.MAS 7 PHEV in action. The journey footage was edited on the same day and showcased at the launch event on 13 January.

On social media, Havas Malaysia executed a 10-day teaser countdown to build anticipation ahead of the launch across two phases. Days 10 – 6 focused on product-led storytelling, highlighting the car’s key features through short-form content, while Days 5 – 1 shifted to narrative-led storytelling, aligning with the brand film and showing how two distinct forces come together to win as one.

A fully moderated livestream was also held across Instagram, Facebook, and TikTok via the Proton e.MAS official social pages during the Proton e.MAS 7 PHEV launch on 4 February. Havas Malaysia managed real-time interactions, answered questions, highlighted audience reactions, and created a two-way conversation that connected the online audience directly to the launch experience.

The campaign was further amplified through a precision-led digital strategy by Trapper Media Group, ensuring the Proton e.MAS 7 PHEV reached the right audiences at the right moments. Using its AI optimisation platform, T-REE, the team dynamically refined targeting and ad placements across digital platforms and programmatic digital inventory. From premium mobile takeovers to highly engaging video environments, the campaign kept the e.MAS 7 PHEV front-of-mind throughout the launch period.

Upcoming media initiatives include influential radio DJs sharing the vehicle’s story through live drive broadcasts, supported by online videos and content streams to reach key PHEV audiences across multiple touchpoints.

“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.

This overall integrated approach ensured the launch conversation moved beyond awareness into informed consideration, positioning the Proton e.MAS 7 PHEV as Malaysia’s premier dual-powered EV for the next wave of drivers.

Credits
Client: PRO-NET
Agency: Havas Malaysia, H/Advisors Klareco, Trapper Media Group
Chief Executive Officer: Nizwani Shahar
Chief Creative Officer: Donevan Chew
Creative Director: Shireen Ang
Creative Group Head: Yeo Lee Kee, Jess Wong
Art Director: Jarrell Wong, Anlyne Chen
Copywriter: Shaheera Shahrein, Chung Yi-Shen
Junior Art Director: Khoo Zhi Sin
Producer: Farah Alwani Johari
Planning Director: Ananda Swinburne
Account Director: Uwais Aziz, Raihan Farid
Account Manager: Shiran Albert
Social Media Team Lead: Joanna Nithiya
Social Media Manager: Awien Hamzah
Senior Social Media Executive: Alan Michael
Country Manager (PR): Alina Morais
Associate Director (PR): Menuka Vejasegaran
Chief Business Officer: Sheley Lim
Chief Digital Officer: Devashish Banarjee
Associate Media Director : Aaron Levi
Senior Media Manager: Laura Ajong
Senior Media Planner: Elliot Joseph
Media Planner : Adam Muaz
Production House for Brand Film
Production House: PRS Productions (M) Sdn Bhd
Executive Producer: Fahzwan Fah
Director: Telly Koay
Assistant Director: Unn
Director of Photography (DOP): Ricky Lim