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Ten states · 2025

PROTON × FrameMotion Studio × Baito Group

Roar of
Amazement.

The All-New PROTON X50, on the road.
Ten states, two Baito road teams.

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ClientPROTON

Locations10 states, Peninsular Malaysia

Event dates6–20 July 2025

Lead agencyFrameMotion Studio

A white X50 with its headlights on in front of the lit Jonker Walk gateway on Jonker Street, Melaka, at dusk, with crowds on both sides — Jonker Street, Melaka, at dusk on 13 July.

The project

How Baito took PROTON’s X50 tour through ten states

Roving activationRoad crewTour logistics

In July 2025 PROTON took the All-New X50 out of the showroom and onto the road. Roar of Amazement was a roving tour with local KOLs, one landmark stop in each of ten states.

PROTON appointed FrameMotion Studio to run the campaign, and FrameMotion brought Baito in as its on-ground roving partner.

Baito ran two road teams, each a supervisor and four crew, and covered what every stop needed: the recce and venue space, the drive between states, rooms and meals, kit, print, premiums and insurance.

10States, one stop each

2Baito road teams

6Event days

States and event days (6 to 20 July 2025) are from Baito’s dated crew photos, checked against the ten venues billed to FrameMotion Studio. Road teams are as billed: Team A and Team B, each 1 supervisor and 4 crew. These are Baito’s own delivery counts, not audience figures.

01The brief

Take the showroom
on the road.

The concept was FrameMotion’s: take the X50 to the people with local KOLs, and turn the showroom into a stage.

Each stop was planned around KOL meet and greets, event shooting and a visitor survey.

Baito’s part was the road side: two teams moving between states, with venue space, kit, print and premiums ready at every stop.

A woman in pink walks past a dark X50 in front of the white lattice tower at i-City, Shah Alam — Posing with the X50 at i-City, Shah Alam, 6 July.

02The route

Two teams.
Ten states.

The tour split into two road teams of a supervisor and four crew. Team A took six states over six event days. Team B took four states over four.

On 6, 18, 19 and 20 July both teams were out at once, in different states. Between legs, both came back to PROTON’s HICOM base.

Every stop was a local landmark, from Central Market in Kuala Lumpur to Teluk Cempedak in Kuantan.

01 / Team A
KL, Johor, Melaka, Kedah, Penang and Perak
Central Market, Kuala Lumpur (6 July), B5 Street Market, Johor Bahru (12 July), Jonker Street, Melaka (13 July), Alor Setar Tower (18 July), Hin Bus Depot, George Town (19 July) and Concubine Lane, Ipoh (20 July).
02 / Team B
Selangor, Kelantan, Terengganu and Pahang
i-City, Shah Alam (6 July), Pasar Siti Khadijah, Kota Bharu (18 July), Dataran Drawbridge, Kuala Terengganu (19 July) and Teluk Cempedak, Kuantan (20 July).

A dark and a white X50 on a narrow road between green paddy fields in Kedah, seen from above — Two X50s between the paddy fields of Kedah, 18 July.

03On the ground

Boards up,
doors open.

At every stop the crew wore black tees and held the orange Roar of Amazement boards. Blue PROTON bunting marked out the space.

They signed visitors up by QR code, handed out PROTON tote bags and premiums, and got people into the X50s: the driver’s seat, the doors, the boot.

Around them, local KOLs posed and filmed with the cars, stop after stop. On Jonker Street, visitors also had their caricatures drawn, each sketch signed ‘PROTON X50’.

A crew member and two visitors look at a phone together beside an X50 with its boot open in Kota Bharu — A crew member with visitors beside an X50 in Kota Bharu, 18 July.

A crew member in a black tee hands a PROTON tote bag to a visitor on the beachfront at Teluk Cempedak, Kuantan — A PROTON tote bag handed over at Teluk Cempedak, Kuantan, 20 July.

A crew member in black stands with two visitors holding a PROTON tote bag beside a white X50 with its bonnet open at Hin Bus Depot, George Town — A PROTON tote bag at Hin Bus Depot, George Town, 19 July.

A caricature artist and a man in a PROTON shirt pose on Jonker Street with a finished sketch marked ‘All New X-50 PROTON’ — A finished caricature on Jonker Street, 13 July.

04The extras

More than
the cars.

Baito also handled the extras: a 5 ft canvas, a projector screen, a speaker, buskers at Central Market, ambient lights at i-City and a game for each of the eight outstation states.

A large painted canvas stood at Central Market, and every stop had PROTON premiums to hand out.

Behind it all sat the kit: canopies, picnic sets, clip fans, a wireless mic, first-aid and car safety kits, plus public liability insurance and car washes.

A painted canvas reading ‘PROTON’, ‘X50’ and ‘I ♥ X50’, with palm trees, buildings and a car, on a stand outside Central Market, Kuala Lumpur — The painted canvas at Central Market, 6 July.

PROTON premiums laid out on the ground: a black tote bag, a mug, a keychain, a pen and an orange X50 notebook — PROTON premiums at Central Market, 6 July.

05Long days

Long days
on the road.

From 18 to 20 July both teams were out at once, one in the north and one on the east coast.

Some stops ran well past dark: Alor Setar past 9pm, Teluk Cempedak past 10pm.

The crew’s own reel of the tour ends with the team walking off at night, captioned 收工回家: work’s done, heading home.

A dark X50 with its lights on under a street lamp at night, with the lit Kuala Terengganu drawbridge behind — The drawbridge in Kuala Terengganu after dark, 19 July.

06The stops

All ten
stops.

From Kuala Lumpur to Kuantan, 6 to 20 July 2025. Select a photograph to explore.

Baito crew in black tees hold orange Roar of Amazement boards beside two X50s outside Central Market, Kuala Lumpur — Kuala Lumpur · Crew with the Roar of Amazement boards outside Central Market, 6 July.

A white and a dark X50 parked by orange boards below the white i-City tower ride in Shah Alam, with the ferris wheel to the right — Selangor · i-City, Shah Alam, 6 July.

A man stands up through the sunroof of a dark X50 with its headlights on inside the B5 Street Market hall, Johor Bahru, under the B5 sign — Johor · Inside the B5 Street Market hall, Johor Bahru, 12 July.

A white and a dark X50 parked side by side in front of the red Jonker Walk stage under a blue sky, Melaka — Melaka · The Jonker Walk stage on Jonker Street, 13 July.

A dark X50 parked beneath an ornate white arch with golden domes in Kota Bharu — Kelantan · An X50 in Kota Bharu, 18 July.

Crew in black hold orange Roar of Amazement boards around a white X50 at the foot of Alor Setar Tower — Kedah · Crew with the boards under Alor Setar Tower, 18 July.

X50s with their headlights on at dusk in Kuala Terengganu, with people around them and the drawbridge on the skyline — Terengganu · Kuala Terengganu at dusk, with the drawbridge on the skyline, 19 July.

A dark and a white X50 on the lawn at Hin Bus Depot, George Town, under a striped canopy, with a tower block behind — Penang · Hin Bus Depot, George Town, 19 July.

A dark X50 parked in front of the white, domed Ipoh railway station building in the evening — Perak · Past Ipoh railway station on the evening of 20 July.

A woman leans out of the sunroof of a dark X50 parked on the sand at Teluk Cempedak, Kuantan — Pahang · On the sand at Teluk Cempedak, Kuantan, 20 July.

07The results

Ten states.
Six event days.

States, one stop each
6–20 July 2025 · Peninsular Malaysia

Team A6event days

Team B4event days

Crew per team51 supervisor, 4 crew

Two Baito road teams covered ten states in six event days, with both teams out in different states on four of them. Every stop was a local landmark, and both teams came back to PROTON’s HICOM base between legs.

These are Baito’s own delivery counts, not audience figures.

For agencies planning a tour across several states, the value is one partner for the road side: the teams, the routing, the venue space, the kit and the premiums, ready at every stop.

Your next roving tour

Taking your launch
on the road?

Baito runs roving teams for brands and their lead agencies: crew, routing, venue space, kit, print and premiums, for one city or a whole peninsula. Tell us your product, route and dates, and we can help plan the road side.

Plan a roving tour with Baito

How Baito took PROTON’s X50 tour through ten states

Take the showroomon the road.

Two teams.Ten states.

KL, Johor, Melaka, Kedah, Penang and Perak

Selangor, Kelantan, Terengganu and Pahang

Boards up,doors open.

More thanthe cars.

Long dayson the road.

All tenstops.

Ten states.Six event days.

Taking your launchon the road?