Chery Tiggo 7 Pro launch

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Chery Tiggo 7 Pro launch
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Launching a globally popular car, down under

Chery is a leading global automobile manufacturer bringing innovation and luxury to the Australian market with their latest product offerings, including the Tiggo 7 Pro SUV. Wanting to bring fresh energy to showcase the comfort and safety of the Tiggo 7 Pro, we borrowed from its phonetics to bring a catchy, playful angle to the campaign.

Launching the Tiggo 7 Pro

After the successful launch of the Omoda 5 earlier this year, Chery tasked us to come up with a campaign to launch the Tiggo 7 Pro in Australia. Their much anticipated second act, the Tiggo 7 Pro is an already globally-popular SUV, prioritising comfort, technology, and safety for families unwilling to compromise on these features.

Chery goes family

Where the model’s name ‘Tiggo’ is derived from ‘Tiger’, it also occurred to us that when broken up phonetically it starts to develop into a verb, ‘To-go’, capturing the excitement and utility of a new family car.

Driving you enjoy

You use your car ‘to go’ places, but in a Tiggo, with all of its comfort of modern luxury and technology, not only are you going places in your car, but you simply can’t wait to go places.

Capturing energy and adventure
We captured this idea through the excitement and wonder of a young boy, who after seeing his father drive away to work in the family’s Tiggo, becomes all consumed with the idea to go for an adventure in the car himself.

For the campaign statics the verb ‘go’ was evolved to ‘Ready Chery Go’ a nod to another energy-filled line full of youthful play, ‘Ready, Steady, Go’. The line was paired with energetic family-orientated photography and rolled out digitally along with out-of-home placements.

‘To-go’, captures the excitement and utility of a new family car. The verb ‘go’ was evolved to ‘Ready Chery Go’, a nod to another energy-filled line.

“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. We’re thrilled with the outcome.” 

Director of Brand and Communications

Chery Australia

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