Dongfeng
Automotive
OOH
Radio
Mall Activations
Digital Cost Per Verified Lead
Dubai, Sharjah, Abu Dhabi
2025
MAHY Khoory Automotive launched Dongfeng, a Chinese state owned automotive brand with 50 years of legacy around the world, but in the UAE almost unknown.
How do you introduce the brand and build trust to UAE’s educated, informed and HNI audiences?
A car is one of the biggest decision of a family and consumers feel safest with names they already know. Advertising can make a name familiar quickly but trust takes longer, with less time and sales targets fast approaching, how do you ensure optimal media channels, right messaging and precise placements. How do you further penetrate into Arab, South Asian and Western communities who live in the UAE?
Campaign
1. Make the brand familiar within key micro-communities in the UAE,
2. Bring people through the door, get them into test drives and collect early interest from buyers.
3. Create a full-funnel approach, and measure every channel through strong data-points,
4. Early learning from data-points to create strong actionable insights that drive key business objectives.
5. Finally, make Dongfeng and MAHY Khoory Automotive a familiar household brand that consumers trust and capture the key automotive buying cycles through the year that cover Q2 & Q4 covering Ramadan & Festive period.
Working on automotive media campaigns is not every agency’s expertise, any marketer would second that based on experience. We had to build awareness, through Q1 leading upto the grand Ramadan campaign and sustain the roll out through September which is peak season for automotive brands in the UAE.
OOH - Multiple large formats hoardings across highways like Ittihad Road, Al Khail Road with Burj Khalifa in the background and most definitely covering the daily Dubai-Sharjah highways.
- TAG FM 91.1 station's basketball championship took team registrations at the showroom.
- HIT FM’s 96.7 station brought its live gameshow there, with test drives and a car to win.
- CITY FM 101.6’s Bollywood quiz and on-ground activation along with a car giveaway at the centre stage at the Global Village Finale.
Paliga Championship brought 650 showroom visits in 2 days and the gameshow 300 more. Cars stood in Deira City Centre, LULU Al Barsha and Sahara Centre. Meta ads drew over 8000+ leads over the course of the campaign.
On The Road
Multiple large-format hoardings ran across highways including Ittihad Road and Al Khail Road, covering the daily Dubai-Sharjah routes.
In The Malls
Dongfeng cars stood in three malls across Dubai and Sharjah: Deira City Centre, LuLu Al Barsha and Sahara Centre.
On Air And On The Ground
A Filipino station's basketball championship took team registrations at the showroom, bringing 650 showroom visits in two days. HIT FM's live gameshow at the showroom added 300 more, and a Bollywood quiz on City FM put two cars at Global Village.
In Print And Online
Facebook and Instagram ads drew 386 leads, 239 confirmed as valid by Dongfeng's CRM team. Programmatic ads delivered 3.1 million impressions and 394 leads, 139 of them validated: about 35% qualified.
Solutions
Working on automotive media campaigns is not every agency’s expertise, any marketer would second that based on experience. We had to build awareness, through Q1 leading upto the grand Ramadan campaign and sustain the roll out through September which is peak season for automotive brands in the UAE.
OOH - Multiple large formats hoardings across highways like Ittihad Road, Al Khail Road with Burj Khalifa in the background and most definitely covering the daily Dubai-Sharjah highways.
A Filipino station's basketball championship took team registrations at the showroom. A South Asian station brought its live gameshow there, with test drives and a car to win. A Bollywood quiz put two cars at Global Village.
The tournament brought 650 showroom visits in two days, and the gameshow 300 more. Cars stood in Deira City Centre, LuLu Al Barsha and Sahara Centre. Facebook and Instagram ads drew 386 leads, 239 confirmed by Dongfeng's sales team.
Challenge
1. Make the brand familiar within key micro-communities in the UAE,
2. Bring people through the door, get them into test drives and collect early interest from buyers.
3. Create a full-funnel approach, and measure every channel through strong data-points,
4. Early learning from data-points to create strong actionable insights that drive key business objectives.
5. Finally, make Dongfeng and MAHY Khoory Automotive a familiar household brand that consumers trust and capture the key automotive buying cycles through the year that cover Q2 & Q4 covering Ramadan & Festive period.
