Independent brand and creative agency, Chello, has teamed up with marketing platform Klaviyo to launch its first Australian brand campaign. The campaign features iconic local businesses Budgy Smuggler, HiSmile and July, each with a creative approach tailored to their unique brand personality. This marks Klaviyo's first major offline campaign since the marketing platform launched its Australian office in 2022.

The campaign spans digital out of home (DOOH), digital and social channels, targeting high-traffic areas such as railway stations and airports. Each brand is presented with a distinct creative approach, reflecting their unique personality and tone. Budgy Smuggler is portrayed with cheeky Aussie humour, July with sleek lines reflecting its premium tone, and HiSmile with playful charm capturing their character.

Chello’s Creative Strategy Lead, Tom Dabner, explains the importance of localising global creative and the nuances involved in the process. "When localising global creative, nuance is critical. It requires more than simply changing the customers we feature, it’s in the little details. In the case of Budgy Smuggler we dialled up the cheeky Aussie humour, with July the lines are sleeker to reflect the brand’s premium tone and for HiSmile playful charm captures their character."

This campaign is a significant step for Klaviyo, marking its first local brand activity since setting up in Australia two years ago. Robin Marchant, Klaviyo’s Senior Director of Marketing for APAC, emphasises the importance of celebrating local success stories. "Our success at Klaviyo is defined by the growth of our customers, so it was only natural to launch our first local campaign to hero three amazing Aussie brands in a simple but light-hearted way. July, HiSmile and Budgy Smuggler have all seen incredible results with Klaviyo; they’re now each taking on the world, have ever-growing loyal customer bases and are disrupting traditional categories and legacy brands with smart, personalised marketing."

This campaign is the first in a series of collaborations between Chello and Klaviyo, with more creative work planned for the coming months. Chello is one of Australia's leading independent brand creative agencies, working with brands such as Shopify, My Muscle Chef, LIV by Mirvac and Qudos Bank.