Proton/PA approaches us with one of their biggest concern; their message of “extended warranty” hasn’t been met with the exposure they desire. A quick walk about in the market and we confirmed it, only 1 out of 5 potential buyers of Proton’s car, know that Proton actually offer 5 years of warranty for new car sold. Even some of proton sales-personnel haven’t been educated to use this as a selling point.

Our approach is to be direct or “in your face”, no point making ambiguous design and copies that people couldn’t remember or separate us from other car dealer like Toyota or Nissan which only offer 3 years or less warranty.

This is an example of redundancy at its best. We gave the artwork an annoyed undertone that we want to let the potential buyer know we do offer 5 years warranty. The repetition and directness of this ad give no reason for the audience to miss the 5 years warranty message.

After the a launch, another quick walk about in the market and we found that 4 out of 5 potential Proton buyers knows or have asks about this extended warranty, and sales-personnel begins to use it more often for their sale pitch.