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SIME DARBY AUTO CONNEXION SDN. BHD. (SDAC)
Sime Darby Auto Connexion Sdn. Bhd. (SDAC), is a wholly owned subsidiary that manages the Ford, Land Rover and Alfa Romeo brands following the restructuring of Sime Darby’s motor business in Malaysia. A major player in the Asia Pacific region with a presence in Malaysia, Australia, China, Hong Kong, Macau, New Zealand, Singapore and Thailand, SDAC is actively involved in the various parts of the value chain such as importation, assembly, distribution and retail. The goal was to build brand awareness for SDAC’s stable of cars utilizing innovative outdoor opportunities. The enrichment strategy saw the negotiation of never before used outdoor media to create impact for SDAC’s stable of cars reaching the intended target audience. As a result there was an increased awareness via phone enquiries leading to eventual sales.


Projects

Land Rover
Ford
Alfa Romeo
   
   

Land Rover
Media: Newspaper, billboard, bunting
The objective was to introduce Land Rover’s new range to Malaysia with organized events allowing hands-on exposure to Land Rover’s full range, and a print campaign that hit all the major papers. Advertorials were also written to boost Range Rover’s status when it was announced that Range Rover
yet again achieved international recognition with awards won.
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Ford
Media: National newspaper, billboard, bunting
The Ford Ranger XL is arguably the best value for money 4X4 in the SUV market without compromising on quality, ability or reliability. The campaign devised made the most of this perception, using out of the box ideas to create maximum impact, together with print adverts and brochures which significantly enhanced this SUV’s market profile and led to a dramatic increase in sales.
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Alfa Romeo
Media: National newspaper, radio, internet, event, billboard, bunting, DM, EDM
Alfa Romeo was re-launched in Malaysia in mid 2005 amidst negative market perception that included poor distribution network, lack of after sales service support, and poor reliability. The thematic campaign focused on Alfa Romeo as a brand, its values, history, heritage, essence, romance and the Italian sporting persona. In all it was a successful brand re-launch which elevated the status of the Alfa Romeo in Malaysia and reversed negative consumer sentiment.
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