Case study · Toyota (UMW Toyota Motor)
All-New Toyota Vios Launch – RM2.2M PR Value
See how the launch of the 4th Gen Toyota Vios dominated headlines. Our strategy secured 132 media clippings and generated over RM2.2 million in PR value.
Background
UMW Toyota Motor was launching the 4th-generation Toyota Vios — a model that has defined Malaysia's B-segment for two decades. The new Vios had to feel both familiar and fresh.
Strategy
We led a multi-month campaign that paired the launch with a national roadshow, mainstream-media test drives, and a digital storytelling series profiling real Vios owners across Malaysia.
Results
132 media clippings and over RM2.2 million in PR value. The launch dominated headlines in the launch month and sustained coverage into Q4.
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