Chery to stage first-ever Hoyts EQ brand takeover in national Marvel collaboration

Chery Australia is set to become the first brand to stage a full-scale takeover of Hoyts Entertainment Quarter in Sydney, as part of a major collaboration with Marvel Studios and Val Morgan.

On Saturday July 26, more than 1,300 guests will attend two exclusive Chery-hosted screenings at Hoyts EQ. Every cinema, screen and activation zone will be branded and programmed around Chery’s ‘fantastic four’ new hybrid models, with immersive foyer experiences, vehicle showcases and the giveaway of a new TIGGO 7 Super Hybrid.

The activation headlines Chery’s national campaign to support the arrival of its next-generation hybrid vehicles, combining large-scale IP integration and experiential marketing.

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Additional branded screenings will run concurrently in Melbourne, Brisbane, Adelaide and Perth.

“This is the first time any brand has taken over Hoyts EQ in this way, and it’s the perfect setting to introduce Australian families to our new TIGGO Super hybrid SUV line-up,” Lucas Harris, chief operating officer at Chery Australia, said.

“Cinema is an incredibly powerful platform, and this collaboration allows us to make a big, bold statement about the future of Chery in Australia.”

The campaign was developed in partnership with Val Morgan across cinema, outdoor and digital.

“It’s a brilliant example of how Val Morgan can deliver integrated brand storytelling across our three unique channels with cohesion, creativity, and scale,” Julia Willing, group partnership director at Val Morgan, said.

The campaign also includes a nationwide competition, inviting consumers to describe in 25 words or less how a Chery Super Hybrid could improve their lives.

Chery said the brand takeover event will showcase its TIGGO hybrid SUV lineup including the TIGGO 7, TIGGO 8 and TIGGO 9 and marks a key milestone in its Australian growth strategy.