How Havas Malaysia Turned Proton’s EV Launch into a National Game of Discovery

By The Malketeer

When most car launches follow a predictable script of glossy ads and showroom unveilings, Havas Malaysia decided to play by a different rulebook.

For the Proton e.MAS 5, the agency created the MISI 5 Tour — a campaign that asked a simple but radical question: What if Malaysians didn’t just watch a car launch, but lived it?

Turning a Car into a Companion

Electric vehicles often sell on numbers — range, torque, charging time.

But for Malaysians, lifestyle trumps specs.

Havas spotted a truth: most people want a car that fits their life, not a life that fits their car.

From that insight came “Own Your Space,” the creative anchor that framed the Proton e.MAS 5 as more than a vehicle — it was a mobile personal space that adapts to whoever’s driving it.

Each challenge in the MISI 5 Tour pushed this idea into the real world.

One moment the EV became a pop-up kitchen, the next it powered a haunted livestream.

Through these experiments, Havas transformed the Proton e.MAS 5 into a living metaphor for modern Malaysian life — creative, resourceful, and full of surprises.

The Five Missions, Many Stories

Running from August to October 2025, the MISI 5 Tour criss-crossed Malaysia with a mix of motoring and lifestyle influencers — from Kuala Lumpur’s trendsetters to Sarawak’s storytellers.

Every stop became a cinematic micro-story of what Malaysians could do with an EV if they let their imagination run.

The five challenges weren’t mere gimmicks; they were cultural touchpoints.

One mission explored sustainability by powering a local fashion show.

Another fused nostalgia and adventure through a heritage trail with pets in tow.

A night-time paranormal challenge tapped into Malaysia’s love of ghost stories — proving even the supernatural could go electric.

Each story was filmed, shared, and amplified across platforms, blending brand storytelling with social entertainment.

Instead of one launch moment, Proton had five — each charged with curiosity, humour, and national pride.

Collaboration Across Agencies

This creative engine ran on collaboration.

Havas Malaysia handled the central idea and creative direction, H/Advisors Klareco led the communications and public engagement, while Invictus Blue drove the digital and influencer strategy.

The tri-agency effort mirrored the car itself — powered by integration, not isolation.

Donevan Chew, Chief Creative Officer at Havas Malaysia, described it best: “We asked how this EV could support everyday Malaysian life — from prepping for a show to powering a haunted adventure. That’s where the idea truly came alive.”

The Automaker’s Leap of Faith

For Proton’s EV arm, PRO-NET, this campaign was both bold and uncharted.

Chief Branding Officer Salawati Yusoff admitted that early brainstorming sessions were filled with doubt: would audiences connect with such unconventional challenges?

The results silenced the doubts.

“We’ve seen it not only resonate but push our own boundaries as an automaker,” she said.

“From turning the e.MAS 5 into a kitchen to powering live experiences — it’s been exciting for us to watch Malaysians rediscover Proton through this campaign.”

Beyond Launches: A New Kind of EV Marketing

In a market where global EV brands often dominate the conversation, Proton’s MISI 5 Tour did something distinctly Malaysian — it localised innovation.

It reminded audiences that technology need not feel foreign or intimidating; it could be playful, social, even funny.

Rather than positioning the e.MAS 5 as a future-looking gadget, Havas grounded it in today’s culture.

The campaign’s real success wasn’t just in views or reach — it was in reframing how Malaysians imagine EVs: not cold tech, but warm possibility.

When creativity meets cultural empathy, even a product launch can become a national story.

The MISI 5 Tour didn’t talk at consumers; it invited them to co-create experiences.

It’s a timely lesson for marketers navigating a saturated content era: people don’t just want to see your brand story — they want to be part of it.

As Malaysia accelerates into its EV era, Proton e.MAS 5 and Havas Malaysia have shown that relevance isn’t built on algorithms or ad buys.

It’s built on understanding how people live, laugh, drive, and dream — every day.