Independent brand and creative agency, Chello, has launched an integrated campaign titled 'I want Tiggo' for the introduction of Chery's new Tiggo 7 Pro in the Australian market.

The campaign, which features a short film, has been activated across a variety of channels including out-of-home, publisher display media, digital performance, social media, radio, retail, and broadcast channels.

The Executive Creative Director at Chello, Tristan Velasco, explains the campaign's approach: “‘I want Tiggo’ plays on the unexpected moments that families experience every day. Using the play on words was a lighthearted way to reach audiences, as well as capturing the hearts of every Australian family.” The Tiggo 7 Pro is positioned as a cost-effective car for Australian families, boasting comfort, technological, and safety features.

Chello has been instrumental in developing a localised brand strategy, brand marketing, and creative production for the Tiggo 7 Pro campaign. Mark Vukoja, Chery Australia Director of Brand and Communications, adds: “‘I want Tiggo’ challenged the status quo for Chery. Previous global campaigns have been focused on the function and style of our vehicles and we were refreshed with Chello’s way to approach the launch of Tiggo 7 Pro. This is a family SUV and we wanted to ensure this campaign reached young Australian families and we’re thrilled with the outcome.”

The partnership between Chello and Chery Australia aims to bolster Chery’s presence across an expanding national dealership network and passionate driving community.

"It’s been a refreshing journey working with Chery, who initially engaged with us to create their brand strategy," Lindsay Rogers, Chello Managing Director, expanded. "Two campaigns later and the chemistry and trust has well and truly been established and we’re looking forward to continuing to create campaigns that cut through the clutter and create connections with their audiences.”

Chery Motor has ambitious plans for the Australian market, with upcoming 2024 model launches and a target to secure a top 10 position in the Australian automotive market by 2026.