Chery, in partnership with AW Rostamani and fitness rewards app Fitze, has launched the “Yalla Let’s Walk” challenge.
The challenge invited participants to track their steps on the Fitze app to unlock rewards, with the grand prize being a Chery car. By doing so, the brand aimed to forge stronger connections with health-conscious audiences while promoting its vehicles in an unconventional way.
The initiative was conceptualised in line with broader national objectives, aligning with the UAE National Strategy for Wellbeing 2031 and the Dubai Fitness Challenge 30×30.
The campaign employed a multichannel strategy, with the Fitze app serving as its central platform.
The app allowed participants to track their progress, sign up for the challenge, and stay engaged through regular updates. The digital integration was focused on creating a streamlined user experience that connected participants with the campaign’s objectives.
It also leveraged digital platforms, influencer collaborations, and offline activations.
Digital campaigns on Google Play, the Apple Store, and HUAWEI AppGallery were used to drive app downloads, while collaborations with influencers and platforms like Lovin Dubai were leveraged to amplify the campaign’s visibility. While on-ground activations, such as a Chery display at Oasis Mall, provided an offline touchpoint, encouraging direct engagement and participation in the challenge.
To measure the effectiveness of the campaign in both awareness and participation, the brand tracked key metrics, such as participant numbers, social media engagement, and footfall at offline activations.
Fitze’s gamified approach to fitness made it a practical choice for the campaign. Chery’s fitness challenge sets itself apart from traditional automotive marketing by integrating gamification and wellness. The campaign aims to position Chery as a lifestyle-focused brand, connecting its vehicles with broader societal goals like health and well-being.
The automotive campaign shows a move from product-focused strategies to lifestyle-driven engagement style of marketing. The challenge emphasises health and community well-being, aiming to engage a wider audience beyond traditional car buyers. By integrating wellness goals, Chery sought to foster a sense of community involvement and support for healthier living.
