Dacia: Ingenious Productions - Lessons in selling cars from a living room

Dacia, Renault's budget car brand, launched a campaign in the UK to challenge the negative perceptions that its cars are cheap by reframing itself as ingenious.

Campaign details

Brand: DaciaAgency: Publicis•Poke and Manning Gottlieb OMD

Executive summary

Everyone wants to be a challenger brand.

Everyone wants to embrace the "beautiful constraint"

Rarely do we have such a perfect opportunity to lean into them as the pandemic presented.

And that's exactly what Dacia did.

On the surface, this story is a lesson in being able to plan the hell out of a pandemic on a budget and make the most of the resources available, but there was so much more learned along the way:

To have courage when no one else does.

To dig...

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