Chery Omoda E5 launch event
>2X Lift
Awareness, Consideration,
Brand Perceptions among P18+
6x
Is future fashionable
(C 4% vs E 25%)
2x
Innovative technology
(C 23% vs E 51%)
+100%
Innovative design
(C 25% vs E 50%)
+25%
Awareness
(C 54% vs E 68%)
The Challenge
The automotive industry had traditionally spoken in specs and logic, but the purchase journey has evolved. The challenge: connect an emerging brand to audiences who choose based on feeling, style, and cultural relevance.
.png)
The Insight
Chery was unknown and style-conscious audiences sat in the Casual stage, unaware of the brand and lacking the cultural permission to consider it. They needed validation from a world they trusted: fashion. Leveraging fashion as the brand evolution platform became our guiding direction.
The Idea
Vogue = Fashion, informing readers not just where we've been and who we are, but where we are going. It was about mapping Chery to those reader habits.
Launching with its own bespoke event with Vogue, we met the audience meaningfully in their world, creating emotional connection and leveraging a fashion powerhouse to launch in style.
We continued engaging them throughout the week post-event, reminding the audience of the impact and positioning the Omoda E5 as a gateway to the lives they seek. This moved audiences from Casual, unaware or dismissive, to Committed, seeing Chery as culturally relevant and socially desirable.
CLIENT TESTIMONIAL
"The partnership results were fantastic. Our dealers, industry press, and Friends of Vogue attended the exclusive launch event presented by Vogue, and left confident in the strong alignment between Chery and Vogue's prestige environment. The supporting media
and amplification then enabled us to extend this message across the wider News Network.
Lucas Harris,
Chief Operating Officer Chery Motor Australia
Products used:
-
Vogue
-
Editorial
-
PR
-
news.com.au
-
Advertorial
-
HPTO
-
Social Posts
>2X Lift
Awareness, Consideration,Brand Perceptions among P18+
6x
Is future fashionable
(C 4% vs E 25%)
+100%
Innovative design
(C 25% vs E 50%)
2x
Innovative technology
(C 23% vs E 51%)
+25%
Awareness
(C 54% vs E 68%)
A NOTE ABOUT RELEVANT ADVERTISING:
We collect information about the content (including ads) you use across this site and use it to make both advertising and content more relevant to you on our network and other sites. This is also known as Online Behavioural Advertising. You can find out more about our policy and your choices, including how to opt-out here: https://preferences.news.com.au/preferences