Overcoming prejudices with Dacia
Renault's subsidiary Dacia has launched a new campaign aimed at overcoming prejudices. The campaign is accompanied by the provocative question, «Do you suffer from status symptoms?».
In addition, potential customers can test themselves on the Status.symptome.ch website to see what type of car they are and whether they actually suffer from status symptoms. The core message of the campaign is that in future Dacia should not be the car for everyone who cannot afford a more expensive car, but for everyone who does not want to afford a more expensive car. The other way round, you could also ask: "Can you afford to drive a Dacia?", because that's exactly where the communication comes in - you want to grab the potential Dacia buyer by their self-confidence. This is the type of person who has already achieved something in their life and no longer needs to prove anything to anyone. They don't go with the flow and don't follow every fashion trend just to fit in. He is extremely well informed and therefore does not need to be guided by what others do, but forms his own opinion - in short, he can afford to drive a Dacia.
The aim is to get Dacia out of the corner of the "low-cost alternative", out of its wallflower existence, and position it as the choice of the clever. The character test tells the participant whether he or she is one of those self-confident people who can afford to drive a Dacia.
The aim is to get Dacia out of the corner of the "low-cost alternative", out of its wallflower existence, and position it as the choice of the clever. The character test tells the participant whether he or she is one of those self-confident people who can afford to drive a Dacia.
