Dacia way (I like it)

The challenge

Dacia is the fastest growing car brand In Europe. Despite its success, research showed the UK public struggled with how to say the name. We were tasked with championing the right pronunciation through lively, irreverent content that clearly demonstrated that Dacia were different from other car brands.

Our approach

Building on a previous song-themed creative conceit, we took a classic disco smash from the 70s and cheekily changed the lyric. Dacia Way (I Like It) was born. Throw in a troupe of super-talented dancers and a shiny Dacia Duster, and it was inevitable that magic would happen.

We created a suit of online Dacia films social media content and a lively radio commercial powered by a gloriously catchy earworm.

At every point we steered our audience towards the glowing reviews of real Dacia customers on the Dacia website.

The results

With 8.5 million unique views of the content across social media channels - including 4.5 million on YouTube - the campaign achieved plenty for its online spend. In total, more than 810 hours were spent with video ad ( a calculation based only on people who have watched the video through until the end in order to measure a meaningful interaction).

We drove thousands of clicks to Dacia's website, helping to increase visits to the brand's product pages during the campaign, increasing the Duster retargeting pool for sales activities. The campaign trounced YouTube's automotive benchmark.

We also hit no.1 on The Drum's Creative Works Leaderboard during the first weeks of the campaign, receiving more than 1.100 votes.

Our campaign for Dacia got us a nomination at The Drum Marketing Awards for the Automotive Category. This follows another nod from the CIM Marketing Excellence Awards in the 'Best Brand Building campaign - SME' category, earlier this year.

A great project to work on with them [Indicia], really easy and really fun.

Ed Preston, Dacia Marketing Manager

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Indicia

07825388962 Marketing@ms.konicaminolta.com