Campanie
General Information:
Strategic approach:
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CONTEXT: Dacia was created in Romania in 1966 as the first local car brand to provide reliable and affordable vehicles to the people in this country. The brand enjoyed great commercial success over the years because it managed to adapt car manufacturing to modern times while keeping affordable price tags. Today, the Dacia brand operates in 44 countries in Europe and the Mediterranean region, serving more than 7 million customers. WHAT HAPPENED: On August 30th, Dacia announced on Social Media the launch of the Dacia Jogger - a family car that combines SUV comfort with estate versatility. On the 3rd of September, Dacia revealed the first images with the new Jogger. The reveal generated several positive reactions and raised interest among online communities and potential target groups. So, on the 1st of December, Jogger was available for pre-order. THE PLAN: It was the perfect moment to elaborate on a strategy that would amplify the communication, raise awareness about the official launch, and encourage people to pre-order Dacia Jogger. Families were our main target, but we also wanted to address adventure-seeking people or small business owners. MISSON: Develop an ownable and amplifiable campaign that will engage the target audience and impact awareness, perception and sales. GOALS: AWARENESS We wanted people to find out how the New Dacia Jogger fits their family lives, whether navigating urban environments or looking to get away into the great outdoors. CONSIDERATION & DESIRABILITY Become top of mind for those looking for a new family car. DRIVE SALES Encourage people to pre-order the new Dacia model throughout every communication and implementation phase. TRIAL Inspire people to sign-up for test drives to further discover what the New Dacia Jogger has to offer for each family member. GENERATE CONTENT Build on our communication efforts with the help of influencers and UGC. |
Execution:
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