ABOUT

BACKGROUND
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.

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.


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).
• 9,700 units sold during the campaign period
• No 2 in Medium SUV category in Indonesia Market only 6 months after launch
• Become "Indonesia Car of The Year" in 2019