According to local media, Effie Awards, known as the Marketing Oscar, announced the winners of its Chile station on September 30, 2015. The Chinese auto brand Chery, by virtue of its creative video, “the Experiencia Chery”, won the Brand Experience& Engagement Gold Prize, the best of all Effie Awards. At the same time, Chery was also the sole auto brand winning Effie Awards for this time.
Effie Awards were established in 1968 by American Marketing Association in an effort to commend advertisers and advertisement companies that fulfill the target of ads delivery and make excellent performance for the year. Till today, Effie Awards have come to 15 countries in the world. Because it is the sole authoritarian ads award all over the world that deems ads effect as the main evaluation basis, Effie Awards is also known as Marketing Oscar in the ads community.
Evaluation process of Effie Awards is very strict and fair. To ensure all winners are qualified, the whole evaluation is made on the basis of the ads originality and effect of the candidates. Because of the strict evaluation, some awards don’t have winners. Thanks to the unique originality shown in the creative video Experiencia Chery and its wonderful effect, Chery won the Gold Prize in Brand Experience& Engagement, which has the richest content in Effie Awards, after beating the powerful competitors such as the world-famous brand Coco-Cola, the large supermarket brand Mall Plaza in South America and Movistar, one of the largest telecom operators in Latin America.
The Experiencia Chery video clip records the real-life market survey. In the VCR, a local market survey company in Chile invited 150 Chilean workers, who were picked up on the street randomly, to make test driving of Chery Tiggo 5 with the brand logo covered before giving scores. And nearly half of these 150 people believed the Chery SUV was an American, Japanese or Korean product. After the VCR was broadcast, it captured great attention from the market. Visits of local Chery website rose by 220% and online inquiries rose by 300%.
Winning Effie Awards Gold will help consolidate the position of Chery in Chile market. Chery Tiggo 5, based on the genuine experience of consumers, conveys its excellent quality. Undoubted, it will help popularize the brand image of Chery in local communities. Nowadays, Chery Tiggo 5 is on wonderful sale in the local market. Chery will introduce more models into Chilean market in the future while improve the service level in the sales terminals, thus providing better products and services for the consumers.