At the recent 2023 IAI Creative Festival and International Brand Summit, Dongfeng Motors was once again recognized for its outstanding achievement in overseas marketing, receiving the Excellent Award at the 23rd IAI Advertising Awards.  Their award-winning campaign, "Listening to the World, Conveying the Eastern Voice: Dongfeng Group Establishes an Interactive Platform with Global Users," showcased their commitment to engaging with a global audience.

During his keynote speech at the 2023 IAI Creative Festival and International Brand Summit, Professor Ding Junjie, a renowned professor at the Communication University of China, as well as the President of the National Advertising Research Institute and the Chairman of the IAI Advertising Awards, emphasized the significance of data elements as the core engine driving the development of digital marketing and advertising.  He also highlighted how technology has become the focal point for fueling marketing innovation.  Professor Ding stated that marketing and communication have entered a comprehensive transformation stage and meticulous refinement.  In response to the country's requirements for overseas communication, Dongfeng Motors has actively embraced digital marketing trends, shaping its brand identity around the concept of "Technological Dongfeng."  By leveraging various overseas media platforms, they have successfully conveyed the image of a high-quality Chinese brand, enhancing brand recognition and influence.

Dongfeng Motors actively embraces digital marketing methods to adapt to the new changes in brand communications. They engage with users and foster online interactions through their social media accounts. Timely responses to user inquiries and feedback are provided, ensuring a more convenient and efficient customer service experience. Furthermore, Dongfeng Motors seizes opportunities such as participating in international auto shows, forums, and other events to engage with global users through live streaming on social media platforms. This approach helps establish close connections with the global automotive industry.

Dongfeng Motors actively embraces digital marketing methods to adapt to the new changes in brand communications. They engage with users and foster online interactions through their social media accounts. Timely responses to user inquiries and feedback are provided, ensuring a more convenient and efficient customer service experience. Furthermore, Dongfeng Motors seizes opportunities such as participating in international auto shows, forums, and other events to engage with global users through live streaming on social media platforms. This approach helps establish close connections with the global automotive industry.

Regarding overseas brand promotion and creativity, Dongfeng Motors has found a practical approach to digital marketing. Strengthened their interactions with global customers by:

1. Live streaming events

Live Streaming Events Dongfeng Motor employs live streaming overseas to present its products and brand identity to international users. This approach enables users to gain a more vivid understanding and experience of Dongfeng's products, services, culture, and history. Moreover, by inviting automotive experts and genuine car owners to participate, the company shares top-notch content and real user testimonials, thus enhancing the allure and impact of the live streams. These captivating events encompass international exhibitions, brand promotions, overseas product launches, pre-release campaigns for new vehicles, and live broadcasts of TV commercials.

2. Diversified promotion

According to national external communication guidelines, Dongfeng follows the monthly thematic planning and design of propaganda content outlined by the State-owned Assets Supervision and Administration Commission (SASAC).   It utilizes opportunities such as brand launches, new vehicle releases, exhibitions, and dealer conferences.  It combines them with Chinese traditional festivals, international holidays, and overseas key market traditional festivals for thematic dissemination on overseas social media platforms.   This approach has achieved favorable communication effects and received recognition from SASAC and other higher-level authorities.

3. Creative videos

Dongfeng creates exciting video content such as car owners' stories at home and abroad, public relations and exhibition events, and shared moments. Dongfeng also timely adjusts to the rapidly developing short video platform TikTok, listens to the voices of Generation Z, spreads Chinese brands, and says to the new generation of overseas users.

On TikTok, Dongfeng showcases its brand image and product advantages to young overseas users in engaging, creative, and easy-to-digest short videos, attracting their attention and increasing purchase intention and brand awareness. At the same time, the company pays attention to the latest platform trends and communicates with young users in their language.

4. Social media interaction

On overseas social media platforms, Dongfeng engages in online communication and interaction with users, laying the foundation for a global Dongfeng community. With a professional and sincere attitude, the company attracts users to participate and enhances their awareness and loyalty to the Dongfeng brand.

After two years of continuous development, Dongfeng's four overseas social media accounts have reached over 10 million global automotive enthusiasts, receiving many effective user feedback and sales leads. This has built an interactive bridge between the brand and overseas users, enhancing its stickiness with its users. According to backend data, Dongfeng's overseas Facebook account saw a 220% increase in fans compared to the previous year, and overall page exposure increased by 595%. The company also grew in data indicators such as fan count, natural interaction, and page exposure for its Middle East, South American, and Landtour accounts on Facebook.

The IAI (International Advertising Award of Excellence) is a well-known advertising award in China. It is a non-profit advertising marketing selection activity founded in 2000 by the School of Advertising, Communication University of China, the China Business Advertising Association, and the IAI International Advertising Research Institute. The IAI International Advertising Award Executive Committee is organizing this event, which involved 350 preliminary judges and more than 80 final judges in the evaluation process.

In 2022, Dongfeng received the Outstanding Award for Overseas Marketing at the 22nd IAI International Advertising Award for "Telling the Story of Chinese 'Intelligent Manufacturing' Brand." Throughout the year, Dongfeng continued to deepen the dissemination of distinctive elements such as "Mach Power," "Dragon Engine Power," and "Racing Genes" in overseas communication. They sharpened the Dongfeng technology label and strengthened global customer and media content operations. Winning this honor once again with "Listening to the World, Conveying the Voice of the East: Dongfeng Group Establishing an Interactive Platform with Global Users" not only recognizes Dongfeng's efforts in going global over the years but also provides continuous motivation for Dongfeng's increasing influence in the field of brand marketing. In the future, Dongfeng will consistently present a genuine, comprehensive, and three-dimensional image of the Chinese brand, allowing global customers to understand the fascinating stories of Dongfeng's globalization efforts.