Chery Australia's ‘I want Tiggo’ via Chello

6 December 2023

Creative Agency: Chello

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"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.”





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



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



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

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