Darion's Digital Campaign Antar Wuling Wins This Award

JAKARTA - Wuling managed to win the Breakthrough Digital Storytelling Heroes award at the (MDMH) 2025 event which was held on December 11, 2025 at The Ritz Carlton Jakarta, Pacific Place.

The MDMH event is an appreciation for brands that are judged to have successfully brought about a breakthrough in digital marketing strategies, ranging from the strength of insight, creative execution, to the business impact generated. This award is one of the benchmarks for industry players in assessing the effectiveness and relevance of digital communication strategies.

Wuling Motors Senior Customer Acquisition Manager, Yan Ferdiendo Xaturangga, stated that this award was an acknowledgment of Wuling's efforts in presenting digital communication that not only focuses on products, but also on understanding the Indonesian family.

"Through the The Backseat Reviewer campaign, we want to convey that the technological innovations we present at Darion still come from the needs and experiences of families in everyday life," he said in an official statement received, Thursday, December 18.

The campaign presents a different perspective on how Wuling introduces Darion, the first family MPV product line in Indonesia that comes in EV and PHEV options. This approach is considered prominent because of its success in building emotional connection with the audience through a perspective close to the daily lives of Indonesian families.

As a product that brings innovation in electrification technology, Wuling Darion 'Evolving Family Moments' is introduced without abandoning its main character as a warm and comfortable family car. With the character as an electric family MPV, Darion is designed to provide comfort, efficiency, and driving experience that is relevant to the mobility needs of modern families.

Wuling answered this challenge by shifting the communication perspective from the driver to the back passengers, or children, who in everyday life actually have an important role in shaping family preferences for a vehicle.

Through this perspective, Wuling presents Darion's story from the most honest and authentic point of view, highlighting the comfort of the cabin, the quiet interior atmosphere, and the emotional experience during the journey with the family. Collaboration with children's creator Alfi Siregar is a key element in strengthening this approach.

In terms of performance, The Backseat Reviewer campaign recorded positive results on digital channels throughout the period from August to November 2025, reaching more than 2 million audiences and generating an impression rate of up to 93 percent, while encouraging wider conversations about Wuling Darion as a solution for modern family mobility.