Wuling Earns Breakthrough Digital Storytelling Heroes at Marketeers Digital Marketing Heroes 2025
17 December, 2025
Appreciation to Wuling for its insight-based digital storytelling approach for its latest MPV
Jakarta, December 17, 2025 – Wuling Motors (Wuling) has been awarded Breakthrough Digital Storytelling Heroes at the Marketeers Digital Marketing Heroes (MDMH) 2025, held on December 11, 2025 at The Ritz Carlton Jakarta, Pacific Place. The award recognizes Wuling’s success in delivering a digital communication approach that is relevant, creative, and impactful through the “The Backseat Reviewer – Darion Campaign 2025.”
Marketeers Digital Marketing Heroes is an appreciation event for brands that are considered successful in delivering breakthroughs in digital marketing strategies, ranging from the power of insight and creativity in execution to the resulting business impact. The award serves as one of the industry benchmarks in assessing the effectiveness and relevance of digital communication strategies.
“We would like to thank Marketeers for this recognition. This award affirms Wuling’s efforts to deliver digital communication that goes beyond product-focused messaging, and instead is rooted in a deep understanding of Indonesian families. Through The Backseat Reviewer campaign, we aimed to convey that the technological innovations embedded in Darion are fundamentally shaped by the everyday and experiences of families,” explained Yan Ferdiendo Xaturangga, Customer Acquisition Senior Manager Wuling Motors.
The campaign presents a different perspective in the way Wuling introduces Darion, Indonesia’s first family MPV product line that comes in EV and PHEV options. This approach is considered remarkable for its success in building an emotional connection with the audience through a perspective that is close to the daily lives of Indonesian families.
As a product that brings innovation in electrification technology, Wuling Darion ‘Evolving Family Moments’ was introduced without losing its core character as a warm and comfortable family car. Designed as an electrified family MPV, Darion delivers comfort, efficiency, and a driving experience aligned with the evolving mobility needs of modern families. This challenge was addressed by shifting the communication perspective from the driver to backseat passengers, or children, who often play a meaningful role in shaping family vehicle preferences.
Through this perspective, Wuling presents Darion’s story from an honest and heartfelt point of view, highlighting cabin comfort, a quiet interior ambience, and the emotional experience of traveling together as a family. Collaboration with child content creator Alfi Siregar became a key element in strengthening this approach.
Digital content that has been continuously developed since the pre-launch phase until the official launch of Darion presents a consistent narrative that is easily accepted by the audience. This approach reflects a broader shift in the automotive industry’s digital communication strategies toward stronger emotional relevance and closer alignment with family-oriented values.
In terms of performance, The Backseat Reviewer campaign recorded positive results across digital channels throughout August to November 2025, reaching more than 2 million audiences and generating an impression rate of up to 93 percent, while also driving broader conversations around Wuling Darion as a modern family mobility solution.
This achievement reinforces Wuling’s consistency in developing digital communication strategies that prioritize not only visibility, but also long-term relevance and impact. Moving forward, Wuling will continue to introduce product innovations and communication approaches aligned with society’s mobility needs and the evolution of Indonesia’s digital ecosystem.
