01 / Dongfeng Experience Centre Singapore
From product features to ideas people can feel.
A wider client relationship expressed through two distinct hero campaigns: confidence and presence for the 007, then lifestyle and possibility for the Vigo.
Grand opening of Dongfeng's Suntec City outlet
Helped originate and secure the wider client relationship.
Carried stakeholder, market and product context into the work.
Stayed involved through delivery to keep decisions moving.
The commercial opening
Distinctiveness before specification.
The EV category gives buyers endless figures to compare. That makes specifications necessary, but rarely memorable on their own. The stronger opportunity was to give each model a recognisable place in the customer's life.
Wider brand momentum
An emerging challenger, now inside Singapore's EV top ten.
Our contribution was focused: selected campaign IP, launch narratives and brand positioning within a much broader commercial effort.
Chapter 01 / Dongfeng 007
Presence Is Everything
Instead of introducing another EV through a familiar list of specifications, the launch positioned the 007 around the identity those features could create: composure, ambition and the feeling of arriving with intent.
Presence became the organising idea connecting design, performance and technology.
A platform designed to carry beyond a single launch asset.
Character-led tension established identity before engineering arrived as proof.
Chapter 02 / Dongfeng Vigo
Vigo Where You Go
Space and versatility became more than product claims. The campaign built a warmer lifestyle world around what the vehicle enables: companionship, movement and room for the people and experiences that matter.
Shifted the story from cabin dimensions to the life those dimensions make possible.
Created a flexible phrase linking the product name to movement and possibility.
The featured short-form campaign asset reached 25.5K views.
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