CHALLENGE
TO LAUNCH THE CHERY TIGGO CROSS IN A WAY THAT BROKE AWAY FROM THE PREDICTABLE CAR EVENT FORMULA – CREATING A FRESH, YOUTHFUL ENERGY THAT WOULD RESONATE WITH FIRST-TIME BUYERS AND LIFESTYLE-DRIVEN AUDIENCES, WHILE SETTING A NEW BENCHMARK FOR AUTOMOTIVE LAUNCHES IN MALAYSIA

STRATEGY
TURN THE LAUNCH INTO A CULTURAL STATEMENT BY BLENDING STREET-STYLE FASHION, NEON-LIT AESTHETICS, AND LIVE MUSIC ENERGY. THE EVENT WAS DESIGNED TO FEEL LIKE STEPPING INTO AN UNDERGROUND SCENE WITH THE TIGGO CROSS AS A BOLD EMBLEM OF URBAN INDIVIDUALITY

IMPACT
MEDIA HAILED IT AS A “WOW” LAUNCH. FRESH, DIFFERENT, AND FAR MORE ENJOYABLE THAN OTHER RECENT CAR EVENTS