Dacia Unnecessories
DACIA cars are the Smart Choice for those who are thinking about buying a new car. But how to convince people to buy a DACIA when other brands are constantly seducing them with new and fancy extras that they will never use? We created the DACIA Unnecessories – an exclusive and fun line of accessories specially made to satisfy the desire of those who really insist on having unnecessary equipment in the car.
We launched an exclusive and limited line of 9 Unnecessories.
Publicis LX
AD: David Pires; Marta Carvalho
CW: Freddie Brando
CD: José Picka
IMG: Molotov | Sérgio Henriques
To communicate the Unnecessories we had 2 films being broadcasted on TV, 5 Online films, a social media campaign, and a POS display with all the Unnecessories in every dealership of the country (52).
At www.unnecessories.com people were able to know in detail the whole range, use the configurator to see how they fit in a DACIA Sandero, and even order their favorite Unnecessory for free, which then should be picked up at the dealership in exchange for a test drive. And if people wanted to know the Unnecessories even better, they could test them all at one of the 52 dealerships spread around the country.
