By focusing on and investing in sport activities for long, Chery has gradually established its brand image for the youth. On the evening of March 29 Chile time, Chery was invited to the event celebrating the 80th anniversary of UC in the capacity of sponsor. The distinctive celebration again presented a visual feast combining automobiles and football. The continuous and strong brand exposure helped promote the fame and influence of Chery in Chile.
TIGGO 2 and TIGGO 5, the two SUV models of Chery, made presence at the celebration. With dynamic design, they seemed to say hello to participants and attracted great attention from them. The LOGO wall, road signs and direction signs on the site also highlighted Chery from many perspectives, revealing the charm of Chery combining sport with culture. In the exhibition section of award cups was arranged right in front of the wall full of Chery LOGOs, revealing the glorious achievements of UC in the past years. It also proved the long-term support given by Chery to development of UC and to sport. Following the 80th-anniversary celebration of UC, Chery organized terminal marketing interactions and activities in various forms, which received warm support and passionate participation by local consumers.
As the highest-level professional football league matches in Chile, US is known as the Upper-class Family in Latin America Soccer Community. Over the past eight decades, UC has made exceptional results and now ranks No. 1 in Chile league matches. Till today, UC has won championships in many major events such as the Premier League, Football Association Cup, Super Cup, Copa Libertadores and Intercontinental Cup, including 12 championships in Premier League, 4 championships in Football Association Cup, and Double Championships in 2016 (Premier League and Football Association Cup), thus becoming the most famous club in South America that has 1.7 million fans, or 10% of population in Chile. In the start of 2017, Chery joined hands with UC to establish long-term strategic partnership, helping with UC’s competition in Copa Libertadores, the top event of FIFA, against many top football clubs in South America. On March 16, UC competed fiercely in the first home game against Flamengo from Brazil at 1:0.
As the pacesetter of brand building in China, Chery has profoundly combined corporate culture with sports. In the past dozen of years in Chile, it has organized a number of marketing activities with unique brand spirit of Chile. In 2010, Chery sponsored the Dakar Rally by organizing the theme activity “Key of Chery to Dakar”, which attracted many consumers from Chile. In 2011, as the sole auto-brand sponsor, Chery sponsored Messi Charity Football Match in Chile spearheaded by the giant football player Messi. In the event, a few Chery products were on display to extensively disseminate the brand. In 2012, Chery became the sole auto-brand sponsor of Chile national football team, which joined hands with Chery in 2014 FIFA World Cup matches, thus rapidly upgrading fame and reputation of Chery. In 2013, Chery sponsored the FIFA Friendship Match between Chile and Spain. Again, it effectively combined Chery brand and sport spirit to keep enhancing the brand force. Thanks to the support and trust from consumers in Chile, Chery won the Gold Effie Award known as Oscar Award in the Marketing Community in 2015, meaning it has received recognition from both consumers and media.
After the 80th-anniversary celebration, Chery would continue to organize diverse sport marketing activities such as test drive/ride for football players and fans, charity activities for community and fans, etc. so as to bring to them the brand experience of sport and root the young and dynamic brand image of Chery in the heart of all consumers loving sport.
