Agency: Publicis Conseil
Role: Digital Creative Direction/Concept
Making electric vehicles accessible to everyone.
Dacia is well known for building affordable cars and, in 2021, they introduced the Dacia Spring — their first electric from just €10K. After the price reveal, it didn't take long for us to come up with the campaign idea: “Exclusive For Everyone” — our take on how Dacia is democratizing EVs.
The digital campaign had to push the idea while shifting the perception of the brand to become more youthful. Furthermore, it should also push pre-orders. On the other hand, we were in the middle of the pandemic and the car was only available for the production of the TV commercial, thus the only way to create assets for social media was through CGI.
After considering all constraints, we decided to play with the campaign claim, saying “Exclusive For Everyone” in cheeky ways.
Simple animations with basically two parts: a cheeky headline and product (early conceptual sketches).
Other examples showing how we said “Exclusive For Everyone” in different ways.
Despite the great reception of the idea, clients decided to go with a USP-driven message on social media. #Bummer
Many ideas were pitched, including a contextual DOOH with a very compelling message.
To promote the Dacia Spring Augmented Reality filter, we pitched a stunt showing someone virtually looking at the car parked in his driveway from the “loneliest house in the world” (the Island of Elliðaey, in Iceland); once again highlighting the idea that the Spring was accessible to everyone.
Finally, considering the launch of the car was at the end of March/start of April, we delivered an Instagram Story for April Fools' Day.
Claudio Eduardo Vieira