IG Square wins Nishat Group media review for Chery in Pakistan

Nishat Group has concluded the media review for Chery by picking IG Square, the Pakistani affiliate of the UM agency network. The agency won the review against Publicis affiliate Brainchild and WPP owned GroupM Pakistan. The latter is the media agency of record for KIA and BYD under Lucky Motor Corporation and Mega Motor Company respectively. According to public sources, IG Square has over 60 clients and 32 full-time employees. They are the media agency for MG JW Automobile, which represents MG Motor in Pakistan.

Target Audience and Buying Behavior
Given Chery’s positioning as a premium automotive brand, IG Square will likely target affluent individuals and corporate entities in Pakistan’s major cities, such as Lahore, Karachi, and Islamabad. The target audience will likely be educated, tech-savvy, and influenced by online reviews, social media, and word-of-mouth.

Reasons to Buy
Chery’s unique selling proposition (USP) will likely revolve around its advanced features, fuel efficiency, and sleek designs. The brand’s emphasis on safety, comfort, and innovative technology will appeal to Pakistani consumers who value these attributes.

Apprehensions
Potential buyers may have concerns about Chery’s after-sales service, spare parts availability, and resale value. IG Square will need to address these concerns through targeted communications, highlighting Chery’s commitment to customer satisfaction and its expanding dealership network.

Determining Relevant Touchpoints
To effectively reach targeted buyers, IG Square can focus on the following touchpoints:

1. Digital platforms: Social media, online forums, and review websites will be crucial in shaping consumer perceptions and influencing purchasing decisions.
2. Influencer marketing: Partnering with social media influencers and automotive experts can help build credibility and generate buzz around Chery’s products.
3. Experiential marketing: Organizing test drives, product launches, and other experiential events can provide potential buyers with a hands-on experience of Chery’s vehicles.
4. Corporate outreach: Building relationships with key decision-makers in corporate entities can help Chery establish itself as a preferred partner for business and fleet vehicles.

Household and Corporate Level
IG Square can tailor its strategy to cater to both household and corporate buyers:

1. Household buyers: Focus on showcasing Chery’s features, safety, and comfort, highlighting its value proposition for family vehicles.
2. Corporate buyers: Emphasize Chery’s reliability, fuel efficiency, and cost-effectiveness, highlighting its potential as a fleet vehicle solution.

By understanding the target audience, their reasons to buy, and their apprehensions, IG Square can execute a comprehensive media strategy that effectively reaches and engages potential buyers, driving sales and brand awareness for Chery in Pakistan.