"This is a family SUV and we wanted to ensure this campaign reached young Australian families."
Independent brand and creative agency Chello has created an integrated campaign ‘I want Tiggo’ to launch automotive company's Chery’s Tiggo 7 Pro into the Australian market.
‘I want Tiggo’ features a short film depicting a young boy who sees his father getting in the car and driving off and shouts "I want to go", and is then seen in various scenes throughout the day repeating the line over and over.
When his dad arrives home he goes to give him a hug, but the boy rushes past him and jumps in the car, which is when they realise he's been saying "I want Tiggo!" all along.
The integrated campaign has been activated across out-of-home, publisher display media, digital performance, social media, radio, retail and broadcast channels.
Tristan Velasco, ECD at Chello, said '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," he said.
“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, Chery Australia director of brand and communications, said '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," he said.
"This is a family SUV and we wanted to ensure this campaign reached young Australian families and we’re thrilled with the outcome.”
Credits
Chery
Brand & Marketing Director: Mark Vukoja
Andrew Haurissa: Deputy Marketing Director
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
Assistant Producer: Lauren Barrett
Behind the Scenes: Matt Wideman
Qube
Producer: Emma Scott
First AD: Julia Landrey
Director of Photography + Photographer: Chris Benny
First Assistant: Dan Da Silva
Second Assistant: Oli Ivanov
Editor: Dave Molland
Stylist: Fiona Sinclair
Stylist Assistant: Chui Lee Luk
Hair/Makeup Artist: Kristy Ferrari
Gaffer: Remi Durrenberger
Best Boys: Beau Moulson & Paul Farley
Sound Operator: Glenn Fitzpatrick
Grips: Josh Calder & Lachlan Gandy
Assistant & Drone: Elliot Small & Darian Woods
