INTEGRATED CAMPAIGN • ADVERTISING • DIGITAL • PR • ACTIVATION
WULING ALMAZ
Rookie that shines bright like a diamond
In 2019, Wuling Motors Indonesia plans to launch its 4th vehicle for the Indonesian market, Wuling Almaz; Just like the name “Almaz”, means “Diamond” in Arabic; this SUV category vehicle is perceived as the “precious product” from Wuling Motors. With all the look, design, features, and technology; it will be a strong and serious contender for all the competitors in the market.
Client
Wuling Motors Indonesia
Agency
Zeno Indonesia
Date
2019
Strategy
Zeno Indonesia supports the vehicle from scratch zero. From “developing the name”, to creating the logo brand, tagline, and of course, the integrated communication campaign of the car, including TV commercials, prints, Launch ceremonial, PR activities, Sales Showroom activities, and promotional tools.
The integrated campaign divide into 2 phase:
1. Phase 1 : (February 2019)
Official Launch of the Vehicle with only 1 variant type; highlighting “The Unlimited” from the technology, design and also features that can liberate the owner/driver to go their unlimited way.
2. Phase 2 : (August 2019)
Official launch of their 2nd variant, highlighting their WIND Technology (Voice command using Indonesian language). Opportunity to experience the car on the track and explore the technology with provided units.
Phase 1 - "The Unlimited"
TVC “Drive Unlimited Way” version
Product Video “Highlight Wuling Almaz”
Grand Launching Ceremonial “Wuling Almaz”
Digital Challenge Activity “Drive Unlimited Way”
Regional Launch (6 cities) “Wuling Almaz”
Journalist Media First Impression “Wuling Almaz”
Media Test Drive Adventure “Wuling Almaz”
Phase 2 - "WIND (Wuling Indonesia Voice Command)"
TVC “WIND – Smart SUV” version
Launching “Wuling Almaz – WIND”
Regional Launching “Wuling Almaz – WIND”
On-ground Activity “Wuling Smart Vending Machine”
Result
With solid & exciting collaboration between agency, client & all stakeholder; the campaign is quite successful and create great impact. The newcomer become Wuling Motors flagship in Indonesia and shining bright like a diamond, just like its name, Almaz (Diamond).
9.7k+
Units sold during the period
2nd
Position in Medium SUV Category
2019
Indonesian Car of The Year
(from various media)
Team
J. Elias Marendra (Creative Director) • Koko Hidayatullah (Sr. Art Director) • Resha Sudrajat (Copywriter) • Eko Wahyu (Sr. Graphic Designer) • Ade Ginanjar (Sr. Graphic Designer)
Imanuel Wasdoviani (Account Lead) • Kartika Amalia (Account) • Raditya Putra (Account ) • Michael Saputra (Strategic Lead) • Diana Soeprapto (Strategic) • Beryl Kurniawan (Digital) • Wahyu Sulistyo (Media) • Fransisca Natasya (PR Lead) • Norman Nababan (PR) • Auliana Wahab (Activation Lead) • Dainara Chen (Activation)
Partners
TRYS, Bounche (Digital agency) • Havas (Media agency) • Dreamlight, BIP, Vebz (Production House) • Studio TigaBelas, A Square Studio (Photographer & Digital Imaging team)