Changing the way you see budget cars
Dacia
I launched Renault’s Dacia range in the UK by redefining budget cars as the smart choice, with a simple, single-minded idea and a no-frills approach.
Brand platform, TOV, TV, Press, Radio, Social, Display, Email
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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 brand and commercial impact.
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A loyal community of drivers
The campaign also helped build a proud community who identified with the point view.
Counter-category creative
Dacia owned its simplicity and ran with it, embracing a stripped-back look and straight talking humour to stand out in a category given to excess. Perfectly in tune with post-recession Britain.
No fancy imagery, no feature up-sell, none of the car ad cliches (at least not in the way you imagine).
TV
Radio
Press
Always in character
As a brand custodian, I made sure Dacia stayed confidently consistent to its brand personality in all its comms.
A news-worthy social campaign
On Budget Day, Dacia publicly challenged the Chancellor to practice what he preaches, using its signature dry humour.
It got social media talking!
#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.
Guess what George Osborne drives now?