How I turned budget cars into a statement
I helped launch Renault’s Dacia range in the UK by ‘repositioning’ budget cars – with a simple, single-minded idea and a no-frills approach.
Brand platform, TOV, TV, Press, Radio, Social, Display, CRM
In a category obsessed with status, speed and flashy tech, budget cars have always been underdogs. Sold on price, not personality.
I helped Dacia completely flip the narrative.
By reframing budget cars as the ‘smart choice’. A rational, no-nonsense, even desirable choice. That puts substance over style and champions a proudly pragmatic outlook to life.
It hit home with post recession Britain!
Swerving against the status quo
Dacia owned its simplicity and ran with it. Embracing straight-talking humour, a stripped-back look, and complete transparency it helped people work out the value for themselves. While steering clear of car ad clichés (mostly!)
TV
RADIO
PRESS
Looking at everything the ‘Dacia way’
I brought Dacia’s personality to life by offering its refreshing take on things through ads and social media.
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Industry record for the best launch
Dacia recorded the best first year sales ever documented in the car industry.
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IPA Gold for Creative Effectiveness
The consistent creative strategy was awarded for its commercial impact.
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A loyal community of drivers
The campaign helped build a proud and active community of Dacia owners.
From challenging the status quo to challenging the Chancellor…
I helped Dacia make headlines for its unique positioning, with a social campaign that publicly challenged the Chancellor on Budget Day to practice what he preaches. Case study video below.
#DearGeorge
A full page ad in leading newspapers carried an open letter to George Osborne, referencing topical stories and prompting social engagement.
Throughout Budget Day Dacia wrote cheeky tweets at the Chancellor, followed by a ‘social referendum’ whose results were actually posted to Downing Street.
