Dacia - Success Made in Romania
Campaign: Success Made in Romania
Client: Dacia Automobile
Brand: Dacia
Entrant Agency: Graffiti BBDO
Media Agency: OMD
Background/objectives: The challenge for Dacia in 2014 was to take advantage of the first market expansion in years by leveraging the Logan 10 years anniversary in a way that would boost image and sales for the entire Dacia range.
Strategy: Breaking away from Dacia’s traditionally pragmatic and commercially focused communication, the 10 Years Anniversary Campaign aimed for a much more emotional and high key approach: we wanted to encourage Romanians to feel proud of Dacia and in this way reinforce their connection with the brand.
Results: Dacia’s Brand Image received a boost in 2014 in terms of positive brand associations which led to an improvement in attitude towards the brand, purchase intention and, ultimately, an increase in market share during the campaign.
TV
TV Spot
France
Sweden
Germany
OOH
Logan 10 years
Showroom POS-Logan 10 years
Online
YouTube Video (Directors Cut)
Facebook Posts
