Chello plays on words for new Chery vehicle ad
Automotive giant Chery has launched its new Tiggo 7 Pro into the Australian market, with a creative campaign from indie agency Chello.
Chello was responsible for developing the local brand strategy and marketing, with creative production included.
The campaign, ‘I want Tiggo’, plays on words with a young boy shouting ‘I want to go’ – which sounds the same. By the end of the spot, we realise he was actually shouting ‘I want Tiggo’.
“‘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,” said Tristan Velasco, ECD at Chello.
“The Tiggo 7 Pro is the perfect car for the current climate, designed as a cost-effective car for Australian families who don’t want to compromise when it comes to comfort, technological and safety features when looking to purchase a new car. So it was important for us to create a campaign that reached this audience in an authentic way.”
Mark Vukoja, director of brand and communications at Chery Australia, added: “‘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 campaign is rolling out across OOH, display media, digital, social, radio, retail and broadcast.
The agency will launch new work in 2024 for other model launches, with aims to strengthen Chery’s position in the Australian market.
“It’s been a refreshing journey working with Chery, who initially engaged with us to create their brand strategy,” explained Chello managing director, Lindsay Rogers.
“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.”
Credits:
Chery
Brand & marketing director: Mark Vukoja
Deputy marketing director: Andrew Haurissa
National marketing manager: Nariné Salmasi
Digital marketing manager: Martin Min
Retail marketing specialist: Daniel Jacimovic
Marketing coordinator: Daniel Chamberlain
Chello
Creative directors: Tristan Velasco & Catherine Tubb
Senior copywriter: Charlie Roberts
Design team: Natalie Wong, Becky Davis, Chesca Ruta & Taneia Ke
Motion design: Joel Stylis & Isabelle Coury
Client services director: Cameron Thorburn
Senior account directors: Natalia Yusenis & Ami McCormack
Senior account manager: Jesse Saffner
Strategy director: Simon Le Couteur
Director: Shea Bennett
Producer: Ceri Anne Jones
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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