Market Re-entry:
Chery aimed to re-launch in the Australian market amidst a crowded automotive landscape and economic downturn, introducing the Omoda 5 as their flagship model.
Brand Perception:
Needed to overcome low brand awareness and position Chery as a significant player in the competitive automotive sector.
Our Collaborative Approach:
Strategic Media Planning:
Awaken initiated a strategic media planning and implementation process, emphasizing a distress media inventory strategy to create an illusion of a larger brand presence, particularly in Out-of-Home (OOH) advertising.
Targeted Negotiations:
Our trading team leveraged end-of-month vendor negotiations to secure better national deals, focusing on sales teams that needed to meet targets, thereby maximizing budget impact.
Partnership Success:
Launch Phase Achievement:
Successfully sold 1,000 Omoda 5 cars during the launch phase, significantly exceeding initial sales targets in a challenging market.
Smart Buying Strategy:
Utilised a distress media buying approach to amplify Chery’s presence nationally beyond its actual size, especially in OOH, achieving a broader reach with a fixed budget.
Delivered Impact:
Market Penetration:
Achieved a notable increase in brand visibility and consumer engagement through a combined ATL and digital campaign, supported by highly targeted distress placements and continuous optimisation.
KPI Growth:
Surpassed all three key performance indicators, with impressions up by 846%, engagement increased by 1480%, and follower growth by 3.9%, demonstrating the campaign’s effectiveness in driving awareness and engagement.
