Dacia: Talking about more than price to sell a value car

This event report details the launch of Dacia, a value car marque owned by Renault, in the UK, with a creative approach unlike the rest of the category - and a trusted voice-over accent.

Dacia: Talking about more than price to sell a value car

Emily BarleyWarc

It had been 17 years since a new car marque had launched in the UK. So Renault's new value brand – Dacia – launching in 2013 wouldn't have an easy ride.

Speaking at Warc's Measuring Advertising Performance event, held in London in February, Ed Preston, head of strategy and planning at Renault, and Ian MacDonald, head of planning at Publicis, described Dacia's key challenges.

First off was the economy. It had just emerged from deep recession and depressed car sales. The government car scrappage...

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