Recently, the finalists list to Effie Awards 2015 Chile, the most prestigious award in global communication industry, have been released. Chery's TV campaign "Vive La Experiencia Chery" was nominated as finalist in two categories: "Line Extension" and "Brand Experience & Engagement", making Chery the only Chinese brand nominated for Effie Awards 2015 and the only Chinese auto brand nominated in this award’s 30 years history.
Effie recognizes not only Chery’s very good brand building campaign, but mostly its impact and commercial effectiveness.
Inaugurated in 1968, Effie Awards is the special advertising awards presented by the New York American Marketing Association to annual outstanding advertisers and advertising companies. Over the past 30 years since its inauguration, the awards has been set up in 15 countries as the only authoritative advertising awards based on advertising effects in the world. Chery's being nominated for the awards shows its success in local market.
"My team and I felt very proud after confirming Chery is competing with advertisements of global top brands in diverse industries such as Coco-Cola, L'Oreal and Banco Santander of Spain, because few auto brands have been nominated before," said Hugo Castro, general manager of Chery Chile.
“Vive La Experiencia Chery” TV campaign
Looking for new ways to publicize the great reception it has had on the domestic market, Grand Tiggo Chery model, the brand made an unique market study in conjunction with GFK Adimark, who sought to expose the prejudices that domestic consumers have in relation to the products of origin.
Last April 26th, in “El Golf” neighborhood, the most exclusive and expensive place of Santiago city, Chile’s capital, Chery made a unique experiment that sought to reveal and disclose how domestic consumers perceive a product as a function of brand’s ignorance or knowledge.
With the support of GFK-Adimark, the most reputed survey agency in Chile, Chery undertook a quantitative study to approximately 150 people working in Isidora Goyenechea Avenue area, willing to try the brand new model. However, the new model did not have any visible logo or distinctive landmarks that identify it as a Chery’s model. With this, the brand wanted to highlight how the Chilean public drags prejudices according to the origin of the products, and how these prejudices fall when there is no notion of which brand is being tested. The result of the 146 surveys showed just that, besides showing a very favorable knowledge and Chery brand positioning.
"We wanted to know the opinion of very exigent consumers. That’s why we dared to go outside in a very exclusive neighborhood; to cover the logos and make men and women live the Chery experience, without the prejudice that brought by Chinese brands. We are the first brand to make an experiment like this, which had its risks, but we dared because we are confident on quality and performance of our new model. We wanted to know what they thought of Grand Tiggo, and the results were very satisfactory", mentions Hugo Castro, General Manager of Chery in Chile.
GFK-Adimark delivered important insights about how the Chilean consumer is related to new or less traditional brands. Among the most important conclusions, women are much more unprejudiced than men, to give an average assessment note 6.5 over 7.0. Overall, 74% of respondents evaluated tested with good or very good assessment, grading 6 or 7 on a scale of 1 to 7. With regard to the tested model’s brand origin, 63% thought it was American, Korean, Japanese or European, with Ford, Hyundai, Kia and Subaru brands that most preferences added. Finally 47.9% said they would buy the model without doubt.
As a result of 3 weeks TV Campaign showing this experiment, Chery Chile’s website visits increased over 200%, Grand Tiggo’s quotations over 330% and sales 55%, on the other hand, also benefited current Tiggo performance, with quotations increase of 130% and sales of 75%.