Business Problem
Dacia, Renault’s pragmatic and cost-effective sibling brand, is known for its no-frills, honest approach to car manufacturing. Their vehicles are designed to be affordable, reliable, and functional—cars that get you from point A to B without unnecessary bells and whistles. However, in an era where advanced technology and luxury features dominate consumer expectations, simplicity is often perceived as a drawback rather than a selling point. The challenge was clear: how could Dacia position the new Sandero as an appealing choice in a market that values high-tech innovation over practicality?
Consumer Problem
Modern drivers are inundated with overly complex in-car technologies that often distract from the primary purpose of driving. Studies show that distraction-related incidents account for 8% of fatal crashes and 14% of injury crashes. While advanced features are marketed as essential, they frequently complicate driving and inflate costs. For many consumers, simplicity and reliability are undervalued despite being essential for safety and functionality.
Insight
Simplicity can be reframed as a strength rather than a weakness. The overload of technology in cars can make driving more complicated, distracting, and expensive rather than safer and more enjoyable. Simplicity is the greatest form of functionality and safety.
Solution: DACIA UNECCESSORIES
Highlighting that “less is more,” and position the Sandero as a smart, functional choice for drivers seeking safety, reliability, and affordability without unnecessary distractions, with a twist: DACIA UNECCESSORIES. A playful campaign that humorously mocked the obsession with unnecessary car features by offering quirky, non-essential car accessories.
These “uneccessories” were designed to make fun of the over-complication in modern cars while reinforcing DACIA´s core value of simplicity.
Examples of these uneccessories included:
• The Energy Rock Pendant: Align your energy fields while driving.
• The Dog Cruiser Window Support: For ultimate canine comfort.
• The Car Antenna Topper: Spot your car easily in crowded parking lots.
• The Road Trip Assist Companion: Never road trip alone again!
To receive these uneccessories for free, consumers had to book a test drive of the Sandero. This cleverly tied engagement with the product itself while making the campaign interactive and fun.
Consumer Goal
Being safe with reliable mobility without compromising on affordability or practicality. Meet their essential needs without paying for unnecessary features.
Business Goal
Position Dacia as the “smart choice” in the automotive market by promoting the Sandero’s simplicity and functionality. Increase test drives and enhance brand perception among budget-conscious consumers.
Results
The DACIA UNECCESSORIES campaign transformed what could have been perceived as a disadvantage into an engaging brand narrative:
• Over 1 million page impressions, with interest spanning globally from Brazil to Pakistan.
• All uneccessories sold out due to high consumer demand.
• The campaign garnered attention from major advertising publications, boosting Dacia’s brand love.
• Most importantly, it reframed Dacia’s simplicity as a desirable quality, positioning the Sandero as a practical yet clever choice in an oversaturated market.
Here is the International Campaign...brilliantly done by Publicis Conseil:
And here is our take on it...by Publicis Lisbon..quite shabby as well!