Chery, Arrizo 6 Car Launch
Chery Arrizo 6 – Car Launch
Chery, a prominent Chinese passenger car manufacturer, sought to enter the Saudi Arabian market with their Arrizo 6 B-class Sedan. Facing initial skepticism towards low-cost Chinese cars, Chery engaged the M Lab team to develop a comprehensive marketing and field activation strategy
The Launch Event Story
Chery, a pioneer in China's passenger car industry, embarked on a global expansion journey, exporting vehicles and technology to over 80 countries. Despite their success, the challenge in Saudi Arabia was to change the negative perception of Chinese cars and establish Chery as a reputable player in the market. The goal was to launch the Arrizo 6 B-class Sedan successfully.
Chery aimed to overcome market resistance and achieve sales targets in Saudi Arabia, a market where low-cost Chinese cars faced skepticism.
The M Lab team devised a robust marketing and field activation strategy that effectively positioned the brand, showcasing the true value of the Arrizo 6 in the market.
The outcome was remarkable, with a 100% positive brand perception among VIP invitees. The campaign garnered above-average coverage from social media influencers and media representatives, setting Chery on the path to success in the Saudi market.
Launch Event Elements
Marketing Strategy and Positioning:
- Brand positioning to reflect real vehicle value.
- Identification of target market segments.
- Development of tailored marketing messages.
- Creation of marketing materials and content.
- Selection and training of on-ground personnel.
- Design and execution of on-site brand activations.
- Coordination of test drives and interactive experiences.
- Implementation of engagement strategies for attendees.
- Identification and outreach to social media influencers.
- Media relations and press release development.
- Coordination of media coverage during the event.
- Management of interviews and media interactions.
- Selection and invitation of VIP guests.
- Creation of exclusive VIP experiences.
- Personalized engagement strategies for VIPs.
- Monitoring and enhancement of VIP satisfaction during the event.