Dacia has won gold at the IPA Effectiveness Awards for its “You do the maths” advertising campaign. The campaign, created by Publicis London, coincided with Dacia’s launch in the UK and contributed to what has been the most successful UK retail car brand launch in history.
The IPA Effectiveness Awards, presented by the Institute of Practitioners in Advertising, recognise those brands that prove the commercial effectiveness of their marketing.
The campaign was based on the same principles that Dacia follows when it comes to their vehicles – simplicity, clarity and no nonsense. A mixture of television, internet and print advertisement illustrated perfectly the Dacia stance of function over frivolity, a stance that has clearly been a hit with in the UK, with Dacia selling over 35,000 vehicles since June 2012.
Commenting on the result, Andy Heiron, Dacia Brand Manager in the UK said: The launch campaign and, importantly, all subsequent activity was perfectly pitched for a brand looking to establish a range of cars that offered customers a simple, transparently-priced product that shunned unnecessary and frivolous options and equipment. With limited budgets to support the launch, again a feature of the Dacia business model, it was essential that the campaign achieved cut-through and maintained a consistent tone and style throughout. Publicis did both, very well and thoroughly deserve the recognition this award confers.
The Dacia range currently comprises four models – the Sandero family hatchback, the Sandero Stepway crossover hatch, the Logan MCV estate car and the New Duster SUV. The Sandero is the cheapest brand-new car on sale in Britain, starting at just £5,995, and the New Duster has recently received a facelift, giving it upgrades inside and out. Despite the increase in equipment, the price has remained the same, reaffirming Dacia’s commitment to value for money.