People Power: Dacia teams up with AutoTrader to get consumer reaction on the new Duster model

Background:

The Dacia brand in the UK suffers from poor awareness, recognition and also trust in an aggressive consumer segment that is dominated by a few dominant players. Dacia needed to do something authentic to build a connection to the target audience; cash-conscious families looking for a value for money family car.

The Big Idea:

We created a piece of branded content that was designed to be an authentic consumer test on what they thought of Renault-Nissan’s budget Dacia range. At just under £10K the Daica Duster is the cheapest family off-roader on the market. The format was simple. We invited our ensemble of everyday consumers from all walks of life to come in and have a look at the Duster and share their honest opinions on what they thought of the vehicle. The campaign went onto be nominated for Best Automotive Campaign at the Brand Republic Awards and came runners up. The car’s price point allowed us to inform consumers that they could have a brand new car with the budget they set aside to buy a second hand car.

The Results:

The campaign engaged x unique users with y dwell time and through our sales attribution modelling we concluded that our campaign helped drive sales of x amount of new Dacia Dusters and y older varients.