Chello has partnered with Klaviyo to launch its first major offline campaign since the marketing platform launched its Australian office in 2022.
The campaign spotlights three Aussie businesses – Budgy Smuggler, HiSmile, and July – each brought to life with a creative approach tailored to their unique personalities. Building on Klaviyo’s global campaign, Chello injected local tones to connect with Australian audiences capturing Budgy Smuggler’s cheeky humour, July’s sleek, refined style and HiSmile’s playful vibrancy, ensuring each brand resonates locally.
Launched in October, the national campaign spans digital out-of-home (DOOH), digital and social channels, strategically targeting high-traffic areas like railway stations and airports. It is designed to engage both local and interstate audiences.
Chello’s Creative strategy lead, Tom Dabner, explains: “When localising global creative, nuance is critical. It requires more than simply changing the customers we feature, it’s in the little details. In the case of Budgy Smuggler we dialled up the cheeky Aussie humour, with July the lines are sleeker to reflect the brand’s premium tone and for HiSmile playful charm captures their character.”
Robin Marchant, Klaviyo’s senior director of marketing for APAC, emphasised the importance of celebrating local success stories: “Our success at Klaviyo is defined by the growth of our customers, so it was only natural to launch our first local campaign to hero three amazing Aussie brands in a simple but light-hearted way.
“July, HiSmile and Budgy Smuggler have all seen incredible results with Klaviyo; they’re now each taking on the world, have ever-growing loyal customer bases and are disrupting traditional categories and legacy brands with smart, personalised marketing.”
This campaign is the first in a series of collaborations between Chello and Klaviyo, with more creative work planned for the coming months.
Credits:
Chello
Tom Dabner – Creative Strategy Lead
Tristan Velasco – Co-Founder & Creative Director
Drou Angelides – Senior Account Director
Ellie Walton – Senior Account Manager
Ceri Jones – Senior Producer
Chesca Ruta – Design Lead
Joel Stylis – Senior Motion Designer
Nicola MacAlister – Copywriter
Klaviyo
Robin Marchant – Senior Director of Marketing
Jasmine Workman – Head of Brand and Content