Chery UK
Reframing Hybrid Value for a New Market
The challenge
As Chinese automotive brands begin entering the UK market, building trust and relevance becomes as important as communicating technical innovation. This project explores how Chery’s Super Hybrid technology could be introduced through confidence-led messaging rather than price-first incentives, positioning the Tiggo 7 CSH as a practical entry point into hybrid ownership for UK drivers.
Client/Brand
Chery Automotive
Market
United Kingdom
Focus
Tiggo 7 CSH (Super Hybrid)
Scope
Campaign Concept Exploration
Let’s talk about this project
This project explores how Chery’s Super Hybrid technology could be introduced to the UK market through confidence-led messaging rather than price-first incentives. AI-assisted visual exploration was used to localise the brand within familiar UK environments, testing tone and cultural fit before production. Focused on the Tiggo 7 CSH, the campaign reframes hybrid driving as a practical, everyday choice designed to integrate naturally into modern UK life.
What was our approach?
Instead of competing purely on price, the campaign focuses on confidence, practicality, and everyday usability.
Key positioning ideas:
- Hybrid made simple and approachable
- Technology presented through real-life benefits
- Messaging designed to build trust in a new brand
- Visual tone aligned with UK lifestyle imagery
focusing on “hybrid confidence”
Instead of competing purely on price, the campaign focuses on confidence, practicality, and everyday usability.
Key positioning ideas:
- Hybrid made simple and approachable
- Technology presented through real-life benefits
- Messaging designed to build trust in a new brand
- Visual tone aligned with UK lifestyle imagery
Let’s talk visuals
The campaign design system was developed to work across digital advertising, paid social, and large-format OOH placements.
Principles:
- Bold colour contrast for stop-scroll performance
- Clear headline hierarchy
- Lifestyle-driven product integration
- Scalable layout system for multi-format rollout
Skills Applied
- Brand positioning & messaging strategy
- Automotive campaign concept development
- AI-assisted localisation and visual exploration
- Performance-led advertising design
- Copywriting and headline systems
- Digital and OOH visual hierarchy
Deliverables
- Campaign concept platform
- Hero ad creative for Tiggo 7 CSH
- AI-assisted UK environment visualisations
- Paid social and display messaging system
- Visual guidelines for campaign rollout
Independent creative exploration developed to demonstrate campaign strategy and localisation thinking for the UK automotive market.
